TESCO LAUNCHES NATIONWIDE FOOD COLLECTION
In the run up to Christmas 2012, Tesco conducted research which highlighted worrying statistics regarding food poverty in the UK. The main aim was to promote the Feed The People In Need initiative. Taking place across 900 Tesco Stores across the country on 1st and 2nd of December 2012, the campaign positioned Tesco as an authoritative voice in helping people in the UK struggling with food poverty.
Spokesperson for Tesco, Michael Kissman, joined spokespeople from The Trussell Trust and Fareshare charities for a day of radio interviews to discuss the findings of the study and to raise awareness of the Help Feed People In Need scheme, directing listeners to the website for more information.
The campaign was a huge success and secured a total listener reach of over 111,000,000 with stations like Smooth Radio North East, The Real Radio Network and The Voice Of Russia!
The initiative collected over 1,000 tonnes of food, equating to over 2 million meals for people in need over the festive season.