Pride, a key commitment for Tesco
Pride is an important moment for brands looking to demonstrate their commitment to LGBTQ+ communities. For Tesco, this commitment is part of an ongoing initiative across the UK.
Tesco brings together colleagues, customers and communities to support LGBTQ+ inclusion. In 2026, the retailer is supporting more than 40 Pride events across the country. This commitment extends throughout the year through partnerships with organisations such as Just Like Us, Not a Phase, Switchboard, Out & Wild and Proud 2 b Parents. Rainbow Minds has also joined its network of partners. Since 2020, Tesco has donated more than £1 million to its LGBTQ+ charity partners.
This year marks ten years of collaboration around Pride, reflecting a commitment that continues all year round.
A Nationwide Pride Experience
To bring this commitment to life, Tesco partners with N2O to roll out a nationwide Pride Experience. The aim is to engage colleagues and empower them to champion the retailer’s inclusive culture during Pride celebrations. N2O develops a mobile activation at the heart of Pride parades, designed to boost Tesco’s visibility and encourage interactions with attendees. This event-led presence turns Tesco’s commitment into a unifying brand experience.
The activation draws on Tesco’s iconic brand identity, bringing its distinctive codes into the world of Pride. This approach keeps the retailer instantly recognisable while creating a presence that reflects the energy of each event.
Mobility is central to the strategy. It enables Tesco to take part in key celebrations across the UK and create more opportunities to connect with attendees.
Colleague involvement completes the approach. By joining the celebrations alongside LGBTQ+ communities, they help make the brand’s message more human and inclusive.
An Activation Across the UK
The activation comes to life in London, Brighton and Manchester, featuring Tesco’s iconic trolley float. A shopping basket van and a push-along trolley further extend the brand’s presence at Pride events across the UK.
At Pride in London, more than 150 Tesco colleagues also take part in the parade. Marking ten years of collaboration around Pride, this activation led by N2O brings Tesco’s commitment to LGBTQ+ communities to life.
Throughout the events, these mobile formats create a visible and instantly recognisable brand presence. They bring energy to key moments in the celebrations while encouraging interactions with attendees, fostering a sense of connection and community.
