Tesco 2001

An integrated, tactical campaign

Cchange worked as part of a senior cross-functional team whose aim was to establish key messages for an integrated communications campaign.

This embraced both customers and employees and supported Tesco's biggest ever price cuts launch in September 2001.

The campaign used branding and language from the external advertising campaign, translated it for internal use and segmented it according to audience - store managers, store staff, head office staff and directors.

Cchange wrote, designed, project managed and delivered a briefing pack, newsletter, video and posters to 750 stores, 50 field managers and 800 directors, on budget and within a five week schedule.