A need for a meaningful customer proposition to drive behaviour change

Tesco understood that customers wanted to make better choices – for themselves and for the planet – without paying more.

The grocer also needed to prepare for legislative changes for how products high in fat, sugar and salt could be promoted.

What we did

Built shared understanding

We used customer insight, stakeholder interviews and desk research into competitors to understand the current situation and what needed to change.

Harnessed the creativity of the team

We created a framework for creative idea generation and facilitated high-energy sessions with cross functional colleagues to generate ideas for the proposition.

Developed compelling messaging

Once we knew which ideas customers liked, we created key messages to communicate the final concept: Better Baskets.

Outcome

Better Baskets remains Tesco’s long-term proposition for healthy and sustainable diets.

In Jan 2024 12.5 million customers shopped Better Baskets brands, with a volume increase of 20%.

The proposition helped customers switch to healthier lines, driving 12% increase in volumes.

500,000+ more shoppers’ baskets are now made up of at least 65% healthy products.*

*Source: ‘Little helps for healthier diets’ report, October 2023

What we love about the project

Deeply collaborative

We were in the thick of it with the Tesco brand team, working very closely with them to make sure that, whilst we did the heavy lifting, they were fully engaged and onboard at every stage.

Significant, positive impact

It feels brilliant to have been part of something that is having such a significant and positive impact on people’s lives across the UK.

Focus on sustainability

We are delighted to have had the opportunity to develop a proposition which encourages customers to make better choices – for themselves and for the planet.

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"The superb Blue Feathers team digested huge amounts of customer and commercial insight and understood our project focus rapidly. They offered expertise throughout, from an initial audit to intensive customer insight through into concept development - and were really easy to work with. " Head of Brand, Tesco

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