Uncensored CMO5 Jul 2023

Marketing Britain’s largest supermarket in a cost of living crisis - Alessandra Bellini, Tesco

Allessandra Bellini is the Chief Customer Officer at Tesco, the largest supermarket in the UK. Previously she's held roles at agencies, before 21 years at Unilever rising up through the ranks to some very senior positions. Tesco are a huge household brand to represent in the UK, and Allessandra and her team have created some exceptional work over the years, including the well received "Food Love Stories" campaign. We talk all about those campaigns, how they scored on the System1 database and what it takes to run such a large brand.

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Timestamps:

00:00 - Intro
01:13 - Starting out in advertising
03:18 - From creative agency to joining corporate Unilever
05:24 - What do you learn in 21 years at Unilever?
06:32 - Most challenging and most proud moment at Unilever
08:16 - The secret behind uncomfortable conversations
10:06 - What is Allessandra most proud of from her time at Unilever?
11:26 - From Unilever to Tesco
13:28 - How to get close to the customer in such a large organisation
15:51 - What are the changed
18:15 - Downtrading and uptrading
20:44 - The power of Clubcard Data
24:57 - Cost of living crisis: every little helps, right?
27:47 - How to communicate price
30:35 - How much to spend on brand vs activation
32:14 - Doing both long and short term advertising
33:41 - Food love stories
41:11 - Ad 1: Food Love Stories: Eid Mubarak
45:31 - Ad 2: Sue’s Crispy Pork Noodles
49:43 - Ad 3: Helen’s Homecoming Lamb
51:45 - Ad 4: Barbecue
54:40 - Being president of the Ad Association

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