Reputation is a key driver of the British public’s supermarket choice.

Brilliant work through the COVID-19 pandemic had helped Tesco grow their reputation scores 48% relative to the previous year. As lockdown eased though, it became apparent that there was low awareness of the work Tesco does in the communities around its stores.

‘Little Helps Day’ – a one-day execution across the 3 largest radio networks in the country – set about tackling this problem head-on. Taking advantage of the trust radio delivers, 22 stories were told across 26 radio stations, each tailored to the local region or context in which they were played out, Tesco were able to demonstrate real stories of positive community impact, as well as rewarding 61 local heroes nominated by their community.

Delivering 173 million impacts in one day, Little Helps Day:-

• increased consideration of Tesco among 12 million people
• delivered £1.04 million of profit back to Tesco1
• and grew reputation scores by 9%, to their highest ever level, helping Tesco separate from the pack and become the clear...