Tesco Mobile Super Subs

To celebrate the brand’s new Supermarket Mobile campaign, we created Super Subs, surprising Tesco online shoppers with unexpected substitutes.

We worked with the client’s equity tracking agency, and our own coverage tracking agency Kantar, to look at how the campaign drove against key equity metrics during the campaign period, as well as tracking the saliency and sentiment for the brand in traditional media coverage.

The Results:

• #1 share of voice in mobile category for April at 41%
• Increase in unprompted awareness from 7.2% to 16.2%
• Increase in prompted awareness from 27.9% to 36.5%
• 238 pieces of coverage
• 100% positive sentiment in editorial coverage