Brief
Tesco, the UK's largest food retailer, wanted to create a microsite for their Finest range of products to enable customers to learn more about Tesco’s premium brand. The Finest microsite sits as a part of the Tesco Real Food Web site (but branded as per the Finest range of products).
The objectives for the microsite were to promote Finest as Tesco’s luxury offering, improving the perceptions of the brand and to create an emotional connection for customers with this upmarket range of products.
The target audience for Finest are affluent customers who are willing to spend a bit extra for quality food as well as regular shoppers who buy premium items to indulge or for a special occasion.
Design & Strategy
Reactive suggested several different ideas to Tesco to promote the range and encourage customers to include Tesco Finest in their regular grocery shop. These ideas include video content which promote the benefits of the products, along with recipe ideas and offers to incentivise people to shop online or instore.
The team at Reactive followed the design guidelines for Tesco Finest, ensuring consistency with the recognisable Tesco brand but with a Finest spin.
Solution
The microsite is created on the Tesco Real Food landing page but with its own URL. It uses the cManager content management system from Codagenic. The site features fun competitions such as encouraging shoppers to create a sausage flavour. The most popular flavour will be made by Tesco and sold as a limited edition product. Competitions are also featured on Facebook and Twitter, and the most recent competition is already generating hundreds of comments on their Facebook page.
Results
The site is relatively new, but page views and site traffic are already showing healthy numbers. Tesco is very happy with the results and Tesco Finest is proving to be a fantastic addition to the Tesco brand.