Bringing Christmas Joy to Families Amidst the Cost-of-Living Crisis
In 2023, the UK was in the grip of a cost-of-living crisis that left many families struggling to make ends meet, especially during the festive season. As the nation’s largest retailer, Tesco wanted to do something extraordinary—not just for its customers but for the communities that rely on them. They aimed to bring Christmas magic to every corner of the country, no matter the financial barriers. As Tesco’s trusted partner, we set out to deliver a campaign that would uplift spirits and foster a sense of togetherness when it was needed most.
The primary goal of the project was to create a magical and memorable Christmas experience for families, especially those who could not afford traditional paid-for Santa Grottos. Tesco’s expectations included:
Build Brand Love: Help customers and colleagues embrace the spirit of Christmas in a way that felt genuine and heartwarming.
Drive Store Footfall: Create excitement across communities, building anticipation for something magical in Tesco stores nationwide.
Deliver Real Value: Provide families with an experience they’d never forget— a family-friendly experience of significant value to help families in tough economic times.
Our mission was to execute a campaign that turned these objectives into a truly magical Christmas experience for all.
We knew this project had to go beyond anything Tesco had ever done. The solution? A nationwide tour of free, highly personalised Christmas Grottos in 150 Tesco stores across the UK. Every family would experience the magic of Christmas, complete with presents for every child, all at no cost.
The campaign was meticulously designed to:
Create immersive, multi-sensory experiences for visitors that felt more magical than traditional paid alternatives.
Include special accommodations for children with special educational needs, ensuring inclusivity for all.
Integrate personalised touches like bespoke booking systems, Santa School training for actors, and a social media push with the hashtag #BecomeMoreChristmas to spread joy far and wide.
We crafted an entire Grottos experience, built from the ground up to be magical, memorable, and, most importantly, meaningful.
Planning & Strategy: We handpicked 150 Tesco locations nationwide, focusing on areas most impacted by the cost-of-living crisis. From the outset, the goal was inclusivity and personalisation—every family deserved to feel like the magic was made just for them.
Training & Personalisation: We brought in professional actors to play Santa and his elves, holding extensive training sessions at our very own Santa School. The performances needed to be first-class, with scripts crafted to answer even the trickiest of questions from curious young visitors.
Execution: The Grottos opened in November 2023, transforming stores into festive wonderlands. Families were greeted by cheerful elves, given treats, and whisked into Santa’s workshop, where children could write letters to Santa, receive personalised gifts, and take home memories to last a lifetime. We even provided quieter, more sensory-friendly experiences for families to ensure that no one felt left out of the magic.
Social & Media Buzz: Using the #BecomeMoreChristmas hashtag, we generated a viral buzz across social media, while national press—including The Sun—picked up the story, positioning Tesco as a brand that truly cares about its customers.
