Tesco cracks the Easter market with a seasonal logo makeover
Tesco has secreted away a cunningly hidden egg within a revamped logo as it positions itself as the grocer of choice for the busy Easter period.
The supermarket chain has temporarily nestled a cracked egg within the ’o’ of Tesco across 19 mystery stores as well as delivery vans and marketing communications.
Eagle-eyed shoppers who spy the hidden eggs could be in for a chance to win £1,000 to spend at Tesco by sharing an image of the hidden egg on social media with the hashtag #CrackingEaster.
Christine Turner, creative director at BBH, said: “This year’s campaign is particularly exciting. Tesco still offers all the delicious trimmings that make Easter great, but this year, there’s even more. The Easter egg that is an Easter egg. Hidden rewards for anyone to find. Gamifying Easter in a way that’s accessible to everyone.”
Tesco jumped at the chance of getting into the Easter spirit after internal research found that 43% of consumers were trying to cut back on their food bills, prompting it to try harder for your custom, on the heels of confectionary brands such as Milka and Cadbury.
Marking the first occasion at which the chain has updated its logo specifically for Easter the fun diversion comes with a £100,000 prize pot and every winner will receive two £500 vouchers with the option to some or all of these to a charity of their choice.
Credits
Client: Tesco
Chief customer officer: Alessandra Bellini
Chief brand proposition and marketing comms director: Emma Botton
Group marketing communications director: Murray Bisschop
Head of seasonal campaigns: Alicia Southgate
Head of social content, consumer media & PR: Daniel Porter
Campaign manager: Maria Elbourne, Megan Middleton, Neil Fynn, Ollie Hastings
Campaign asssistant: Suzannah Kirton, Toni Hamilton, Murren Richards, Alan Turk
Creative agency: Bartle Bogle Hegarty London
Lead creative team: Alex King and Ray Chan, Sam Caren and Aubrey O’Connell
Creative director: Christine Turner
Social creative: Gabs Old
Creative producer: Amy Grady, Kevin McCloat, Toni Polain, Leon Crisp
Film producer: Kreepa Naisbitt, Diane Chan
Assistant producer: Rebecca Ellis
Designer: Emma Buckley
Global chief creative officer: Alex Grieve
Strategy lead: Saskia Jones
Strategy director: Hannah Slapper
Strategist: Sam Guinivan, Harriet Bradley
Business lead: Tori Meadows
Account director: Sammy Mendel, Phil Mattinson
Social account director: Luke Abbott
Account manager: Korede Amosun, Ashleigh Jacobs
Music supervisor: Hywel Evans and Daniel Olaifa
Media agency: Mediacom
Edit house: Black Sheep Studios, Tag Collective Arts
Artwork: Wellcom, Tag Collective Arts
Post house: Tag Collective Arts
Sound: Tag Collective Arts