Tesco -‘Hard Launch’
To celebrate Valentine’s Day and promote Tesco’s latest ‘Dine In’ menu, we tapped into the viral social media behaviour of ‘hard-launching’ and projected images of real-life couples onto the side of a gigantic Big Tesco - famously known on TikTok as a hotspot for budding romance.
In partnership with @loveofhuns, we spread the word across social channels, inviting people to tag their partners using #TescoHardLaunch for a chance to participate. Ten lucky winners were selected at random, and their images were projected onto the storefront for the world to see :)
The Soft Launch
First we promoted the new ‘Dine In’ menu in a carousel post teasing only a ‘corner’ of the product.
We announced the competition via @loveofhuns asking people to ‘share the love’ and tag their Valentine in the comments.
The Hard Launch
Ten lucky couples were selected at random before being projected on the side of a Big Tesco 👇
The Round Up
For those who missed the IRL hard-launch, we made some wrap-up assets celebrating what we’d done.
BTS: How many people does it take to light up some flowers?
Credits (2025)
Agency: BBH London
Producer: Meg Shaw
Creative Director: Thomas Reynolds
Creative: Lucy Pennock
Account Director: Liam
Account Manager: Shreya Jama