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Tesco charged Underscore with recommending steps to connect their brand ingredients with the ingredients of their food to highlight quality and provenance.

Results

From seed to shelf
After research and consultation to define their food ingredients, their customers and their brand, we introduced a simpler, more personality-led tone of voice alongside rich, evocative images of their food within a natural setting.

This resulted in a much more provenance driven story being introduced for their premium food offer to run alongside their better known value offer.
“A really different way of looking at our brand”
TESCO