2019 Finalist

Tesco Partnership with the Evening Echo Women’s Mini Marathon

Irish Examiner

Cork, Ireland

Category Best Marketing Solution for an Advertising Client

Overview of this campaign

The Evening Echo Women’s Mini Marathon has existed for 36 years and raised millions for charity but we just needed to find the right associate sponsor to create an even better experience.

 

Our main objectives was to secure a suitable brand partner that would enhance the profile of the event, to secure a new revenue stream from the event to positively impact overall revenue, to obtain revenues through a partnership to allow us to invest in enhancing the experience for our audience and to harness a relationship with a brand that has not engaged with us and seeing how we could work in a mutually beneficial way.

 

We pitched it to Tesco as we felt it delivered a relevant target market and a community initiative that was perfect for the brand.  

 

Tesco wanted to increase brand affinity in the key region of Cork which would result in stronger purchase intent, wanting the consumer to believe that Tesco is the supermarket for them and supports them in everything they do - reinforcing their tag line “Every little helps”.  Strong brand association - driving people to Tesco stores to purchase everything they need to be race ready from fitness gear to food.


Partnering with the Evening Echo Women’s Mini Marathon event gave Tesco the opportunity to demonstrate their commitment to the community & the promotion of health and wellness among a key demographic.  With 11 stores in and around the greater Cork area, Tesco was well placed supporting the women of Cork as they prepared for the Evening Echo Women’s Mini Marathon.


Results for this campaign

We used the partnership to drive footfall to Tesco stores in the city and suburbs by having race number collection points.  What we had not factored as a positive result was the engagement from Tesco staff with 200 staff members taking part. This created positive internal and external communication opportunities for the brand and its employees. It also provided them with the opportunity to raise money for their chosen charity - Temple Street Children’s Hospital.

 

The partnership created a positive public relations opportunity that connected the Tesco brand with an established well-loved event that benefitted the community and charities, including launch picture and editorial opportunities that showed Tesco's support for their chosen charity.

 

The ‘Get Race Ready Recipe’ series was a way of aligning the Tesco brand with the event in a tangible way - what you should eat to be race ready and the ingredients to buy in Tesco. 15 Recipes carried in our female magazines - WOW & Feelgood. 15 Recipes on the dedicated mini marathon website delivered results of 2 million viewable impressions, 680,000 impressions with a 1.5% CTR, plus 36 social posts with a reach of 154,000.

 

Tesco sponsored the pre & post supplements. The pre-race supplement prepared people to get race ready and the post-race supplement was the go to, to get race results. Trade posters in Tesco Stores helped to further align the brand with the event to drive sales of these dedicated supplements.

 

On the day before the event, Tesco had a wrap of the Evening Echo. This allowed Tesco to highlight their corporate social responsibility initiatives that have helped improve society in the Cork area.

 

Activation opportunities on the day included the Tesco Finest Airstream to provide sampling and revenue opportunities from food sales.

 

The results are also evident by the number of participants on the day, the ambience and community spirit. People proactively shared and tagged  images of themselves, parents, family members and friends to #eeminimarathon

 

Contact

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