Tesco Community Cookery School with Jamie Oliver

The brief

Tesco donates surplus food to community groups via its Community Food Connection scheme in partnership with food redistribution charity FareShare.

Through the scheme, Tesco identified that it could help community cooks make even greater use of the surplus food they receive, by teaching cooks some simple, versatile recipes and techniques.

The recipes were designed by Tesco’s development chefs and Jamie Oliver, and centre on three sauces (a white, tomato and curry sauce) which can be used to complement a wide variety of foods donated.

We were asked by the team at Tesco to develop the name, identifier and look & feel, for what became the Tesco Community Cookery School with Jamie Oliver.

The school courses started in Tesco’s Head Office campus in Welwyn, and from the summer will be visiting community spaces in select Tesco stores across the UK.

What we delivered

Given Tesco’s sector-leading positive action to reduce food waste, we felt it entirely appropriate to apply and amplify Tesco’s master brand as the look & feel for the school. We wanted to show Tesco’s pride in helping community cooks to make the most of what they had, and cook nutritious and tasty meals for their communities.

We complemented Tesco’s master type with close-up photography to really emphasise that great food was at the very heart of the initiative. In our creative, we also heroed community cooks around the country, as without their voluntary contributions, thousands of people in the UK would not be able to access the food that Tesco donates.

The design had to be totally flexible in order to be applied to the many different spaces in which Tesco Community Cookery School events would be held.

What the client said

Sherlock did a fantastic job on creating a brand identity for Community Cookery School which really championed the amazing community cooks across the country who put surplus food donations to good use. Sherlock remained creative and versatile throughout the whole process and it was a pleasure to work with them.” Millie Johnston, Campaigns Project Manager

 

Other Projects

  • ”You completely nailed the project.”

    Philip Barnes - General Manager, Standen House & Garden

  • “Since Sherlock began our rebranding, The Mulberry Bush Organisation has raised more money, has increased the children’s referrals from Local Authorities so that we now have a waiting list, has attracted celebrities... and has hugely raised our profile among the professionals.”

    Jane Smiley – Head of Communications, The Mulberry Bush Organisation

  • ”Our project had a tight turnaround time, but Sherlock showed a quick grasp of the brief, and provided excellent customer service, flexibility and professionalism.“

    Kate Anderson - Projects and Office Manager

  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

Subscribe today to receive our newsletter