Helping Tesco to communicate in a crisis

Tesco Plc

The brief

We were asked by Tesco to develop messaging – including copy and design – to communicate its efforts in tackling COVID-19, and to encourage customers to abide by recommended physical distancing requirements.

What we delivered

We were part of a team of copywriters working with Tesco to create functional and informative messaging around COVID-19 for its permanent stores, and its NHS Nightingale pop-up stores.

In context, it was crucial that all messaging embodied – and amplified – the tone of voice that customers were familiar with, as a way of reassuring them in the situation. We developed clear and succinct copy that was empathetic and remained true to Tesco’s master brand guidelines.

In tandem with developing the copy, we designed the visual creative – the look and feel for the signage and printed communications – which held the messaging, applying and flexing the master brand elements as appropriate for each piece of communication.

What the client said

These are unprecedented times and when COVID-19 hit, we were all running at speed to react to an ever evolving situation. We needed partners that could adapt and react at the same time as we did. Sherlock were supportive, reactive and available throughout, turning quality work around to very tight deadlines and ultimately helped us to keep our customers and colleagues safe and reassured.” Paul Jones, Head of Brand Expression at Tesco

*With thanks to Mar-Key Group for allowing us to use their photo of the Tesco NHS Nightingale store shown (for which they provided the marquee).

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