I had trouble settling on a campaign I felt worked best for this brief, as I found this brief quite hard for a number of different reasons:
- Online food shopping is still relatively new and trying to convince people that they can’t live without that service, when they’d managed fine without it up til then, was quite a big challenge.
- People tend to feel loyal to their supermarkets, especially if they have no reason to change, so it was hard to work out what was the best way to sway people to use Tesco’s services, as opposed to their competitors.
- How to sell the service in an appealing and creative way, without just listing the information and the benefits.
The brief stated they wanted to targed young professionals, who had busy social lives and don’t really have the time to fit food shopping into their day. My first idea was more design based and focused on the fact that online shopping at Tesco is as easy as 1, 2, 3 or A, B, C. Each point would reflect the stage you go through while ordering your food shopping. E.g. 1) Search for your food items 2) Add your items into your basket 3) Pay for your tiems and choose a delivert time that suits you. Although the final design looked nice, the idea was pretty bland.
I focused on what the working professionals life was like on a day to day basis and how or when they could fit in their food shopping. A rough thought lead me to drawing an analogue clock, with an event happening at that hour annotated around it. E.g. 9:00 get to work, 10:00 prepare for meeting, 11:00 enter boardroom meeting and so on, but there would be a small gap in the day of about 15 minutes where they could complete their food shopping and choose a suitable delivery time.
I then adapted the idea to an open week by week diary, with appointments, schedules and dinner dates taking up all the room apart from a small section when they’ve written a memo to “order food shopping.” This then lead to an idea of having a computer screen or cubicle wall completely covered in post-it notes and memos, with one obvious one which is a reminder to order food shopping. The message each of these ideas would get across is, it doesn’t matter how busy your day is, Tesco’s online shopping is so easy to use, it just takes a matter of minutes. The idea seemed to work well, however, I was told to focus more on my design skills, which is how my chosen campaign was created.
I decided the best way to convey Tesco’s message was typographically. I began to think about what their target market would do on a daily basis or on the weekend and what food would they need for that? I started to create their dinner scenarios, or what their work lunch could be. From this I started to place the food items randomly until I had a typographic design I felt looked appealing.
I kept Tesco’s colour use of red, blue and white to add familiarity to the campaign.
The campaign I created consists of two press ads and one billboard ad.
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