Tesco has contracted its first specialist social media agency to deliver “engaging, high-volume social-first content”.
The supermarket has worked with several agencies on social media campaigns, but following a competitive review has appointed social-first creative agency Uncovered in a bid to grow its influence on TikTok, Instagram, and other platforms.
“We’re focused on strengthening our social media strategy, and we are excited to be working with Uncovered to produce new content that we hope will be engaging and relevant for our customers,” said Murray Bisschop, Tesco’s UK marketing director.
Uncovered was founded in 2017 and has worked with Ben & Jerry’s, Taco Bell, Birds Eye, and Tingly Ted’s. Last year it was named the social media agency of KFC UK & Ireland, and it says it helped Labour enhance its social media presence ahead of the 2024 election.
In November, it won Greatest Creative at the TikTok Awards for tis work with KFC, and a campaign that identified ‘Oil Up’ as an emerging slang term, used by Gen Z and Gen Alpha.
“Winning the Tesco social account is a defining achievement for our agency,” said Uncovered CEO and founder Chris Cookson.
“We’ve long aspired to work with a supermarket brand, and to partner with the UK’s biggest is an incredible privilege. Their ambition and creativity stood out throughout the pitch process, and we’re thrilled to join forces to push the boundaries of social, create work that resonates, and drive real impact in the years ahead,” he added.
The potential of TikTok and other social media platforms is being increasingly recognised by the grocery sector. Last month, Lidl laid claim to being the first supermarket to sell through TikTok Shop, the social media platform’s direct purchase offering, where ‘buy buttons’ are added to posts and live streams to capture both the Gen Z zeitgeist and sales.
Tesco has run several high-profile campaigns on TikTok. Late last year, it tapped self-titled ‘Potato Queen’ Poppy O’Toole, aka Poppy Cooks, to launch its Fruit & Veg For Schools campaign. It also launched in-store salad creations bays for shoppers, which it claims are inspired by the TikTok healthy eating trend. With social media users increasingly posting photos of their salads online, Tesco said the new dedicated bays would help to inspire personalised salads by making it easier to find ingredients in one place. In 2022, it ran a competition to become its ‘voice of the self-checkout’, which drew more than 3,000 auditions.
No comments yet