Bringing Christmas joy to families amidst the cost-of-living crisis
In 2023, the United Kingdom was severely affected by a cost-of-living crisis, leaving many families unable to fully enjoy the festive season.
As the country’s largest retailer, Tesco set itself the mission of going beyond its commercial role: to bring the joy and magic of Christmas to communities, regardless of their financial situation. With the support of its partner agency N2O, Tesco designed an ambitious festive campaign, created to lift spirits, strengthen solidarity, and deliver a memorable experience for all families.
Christmas Tour across the UK
The response took the form of a “Christmas Grotto Tour” across 150 Tesco stores throughout the UK, with a particular focus on areas most affected by the crisis.
The experience was designed to be both magical and inclusive: trained actors brought Santa and his elves to life, guiding families through an enchanting journey filled with festive treats, creative workshops, and personalised gifts for every child. Special arrangements also ensured that children with additional needs could fully enjoy the magic.
An entire Grottos experience, built from the ground up to be memorable
From November 2023, this initiative transformed Tesco stores into true festive wonderlands, welcoming thousands of families in a warm and immersive atmosphere.
The results were immediate, with strong social media engagement, extensive media coverage, and an inclusive experience that reinforced Tesco’s image as a caring, approachable, and innovative retailer.
With this campaign, Tesco and N2O proved that a brand can go beyond simple consumption to become a creator of emotion and solidarity, bringing back the true magic of Christmas even in times of crisis.
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.
