Tesco Summer Roadshow


Client: Tesco

Meet the Tesco Summer Roadshow. An innovative travelling street food market made up of a fleet of 26 eclectic food trucks and stalls that travelled to 99 Tesco stores across the country in the summer of 2022.

Hitting towns nationwide, our roadshow allowed every single store visitor to make the most of their alfresco eating occasions. How? Tasty samples, inspiring food hacks, and hands-on food theatre demos. Oh, and the best part? It was completely free. Tesco wanted to banish the beige from bland BBQs and picnics and grow their market share in this arena so that every Tesco customer could make the most of summer. The brief was to bring to life their summer position: “Summer fun & feasts together” through an immersive experience to drive up basket size and inspire Tesco’s shopping families, Wicks and Mayers. Our insights showed the target audiences are time-poor but want to go all out to impress their guests with appealing aesthetics and clever food hacks. Our mobile street market boasted 26 big-name suppliers in food, drinks, confectionery, and health brands synonymous with summer, from Kopparberg to Magnum. Popping up in Tesco car parks nationwide, any shopper that visited the store that day could engage with the free experience, drawing them in with the visceral buzz and the waft of mouth-watering food. It was a chance for people to get together in the balmy summer sun (thanks to the great British weather!), an experience that was brand new and exciting for many.