There is always a lot more going on under the surface at Tesco than meets the eye, and nowhere more so than in the Wine Team.
Our brief was to generate maximum coverage of the new Tesco Fine Wine Collection, and to tell the story behind the range expansion to the press. Tesco customers were asking for top end wines, so the wine team rose to the challenge and brought in limited release, premium wines. |
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CUBE, working closely with the in-house corporate team, managed the entire launch, selecting County Hall on the Thames as the venue, and building a Fine Wine fixture to show how the range would be displayed in-store.
The combination of careful planning, one-to-one press liaison, interviews and briefings ensured excellent attendance, take-up and coverage.
All key national columnists and trade journal editors attended, generating outstanding reviews including a full page spread in Financial Times, Tim Atkin’s column in OLN and The Observer, and front page coverage in both OLN and Harpers. |
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