In 2023, Tesco launched their safe spaces campaign for pride. Safe Space messaging has inherently serious message, which is at odds with the vibe in a Tesco store during Pride, which is a fabulous explosion of glam and glitter.

In 2024, we wanted to show what a Tesco Express store looks like at Pride.  By showing the real-life role of Tesco during Pride. Tesco is the place you pop in, in full glam, to get your pre-parade supplies., buzzing with shoppers on their way to the best party of the year. This had to be the setting for the TikTok.

With Tesco self-checkout screens popping up as a #fitcheck, a selfie for showing off your outfit to friends and followers, this was an unmissable chance to bring an ownable, TikTok first insight to life.

Enter; #PrideCheck. Tesco is a safe space to express yourself, bringing Every Little Helps to life in a culturally relevant way.

Live June 2024

• #PrideCheck has achieved 9.5M TikTok views and 44.3K likes to date, with a view through rate 39% above benchmark

• We also achieved over 8M impressions which is 11% above benchmarks

Creative Immi Mace.