Helping Tesco, help the NHS
Tesco wanted to launch a product that supported key workers during the Covid-19 pandemic and needed help bringing it to life in store.
Tesco is a partner of SalutetheNHS.org, a charity that provides meals and care packs to NHS key workers. To support the charity during the Coronavirus crisis, we were challenged with creating the design for a newly developed rainbow cookie decorating kit which would be sold in Tesco stores, and would see all proceeds going directly to the charity.
The rainbow has become a symbol of NHS support during Covid-19. Taking this as our inspiration, we applied a graphic bold rainbow to pack, using patisserie inspired colours for to amplify appetite appeal and create standout at shelf. The colour palette also complimented the teal SalutetheNHS.org logo which was a clear call-out of the charity partnership on pack.
We were so passionate about this project that we also considered how Tesco might highlight awareness of the packs to consumers across the shopper journey. Starting with the Tesco Masterbrand architecture we incorporated bright backgrounds and home-made touches, including rainbow biscuits and icing doodles, and created a suite of assets for use on social media and in out of home displays.
“The Tesco team at Coley Porter Bell were thrilled to be asked to participate in this opportunity. It is fantastic to be able to contribute, in some small way, to such a worthwhile cause.”
Sam Stone, Creative Director, Coley Porter Bell
Packaging concept design
Social media concept design
OOH concept design