brief:

• PR support for Tesco's sponsorship of Cancer Research UK's Race for Life, a series of women only fun runs up and down the UK

challenge:

• generating substantial cut-through for Tesco (as opposed to Cancer Research UK as the 'hero' brand) and limited media appeal for 'sponsorship' stories despite Tesco's £60million investment to date

strategy:

• Launch Group strongly felt the need for a wholly owned news platform to generate interest in Race for Life but also to drive target customers into store - and ensure Tesco messaging in all coverage
• we targeted women by launching a world-first 'in-store butler service', fronted by Lady Victoria Hervey, offering 'racy' men to help with the shopping and the carrying of bags
• the campaign also consisted of celebrity endorsement (Paula Radcliffe and Nell McAndrew), interviews and regional staff case studies to ensure momentum throughout all 250 races

results:

• 255 pieces of coverage including 11 national print, 6 national television, 215 regional print and broadcast and nine women's consumer magazines

measurement:

• total circulation of 121,015,234
• for every £1 invested this campaign reached an incredible 580 of Tesco's target audience