Tesco, Christmas 2012
- The aim
- Tesco wanted to highlight new food poverty research and promote its Help Feed People In Need collection in more than 800 stores.
- The message
- Tesco launched Help Feed People In Need, its biggest ever nationwide food collection, with FareShare and the Trussell Trust, to provide food for hundreds of thousands of people at Christmas.
- The angle
- New research found around one in ten people had suffered food poverty in the last year, some going 48 hours or more without food, as Tesco launched its biggest ever food collection in more than 800 stores.
- On air
- Representatives of FareShare, the Trussell Trust and Tesco
- The result
- 25 items of coverage reaching 111.4 million, including BBC Radio Oxford.
Budget £4,000Delivered £5,925Above budget 48%On air 2h 21m