It just got better…

Tesco were set to announce their biggest improvements to Meal Deal ever, a lunchtime refresh that was four years in the making. The updated range included 20% new products and 80% of their existing mains range would have their quality credentials increased through recipe improvements. 

The brief to BBH was to drive awareness and quality scores.

Tesco Meal Deal is the most discussed meal deal on social media, and one of the most prominent social behaviours is rate my meal deal. We tapped into this in a way that felt uniquely British, capturing meal deal lovers from all walks of life, passionately getting behind their go to meal deal. 

Whatever Meal Deal you think is best, it just got better.

The social campaign was supported with a full organic influencer plan and social competition to win a year’s supply of meal deals.

Live, September 10th to 31st 2024

• Over 100 million impressions, over Social & VOD

• Quality scores improved by +6ppts