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AMBITION

  • To find new focus, purpose and structure for Tesco’s CR activity globally and rebuild trust in the Tesco brand
  • To reduce 45+ activities; organise them around 5 key themes, approach them with the unique skills and personality of Tesco; making the whole add up to more than the sum of the parts

 

WHAT WE DID

  • Buried deep into the history and DNA of the brand
  • Looked at global best practice in activities such as community support, tackling food waste and food poverty
  • In-depth audit of all current CR activity and that of their competitors
  • Stakeholder and expert interviews
  • Developed possible unifying themes to act as a simple, single galvanising & organising thought and developed them through an interactive workshop
  • Agreed Strategy, Implementation Plan and metrics with CEO and Board CR Committee

 

OUTCOMES


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