Tesco challenged BACKUP to devise an experience for shoppers that could overcome their poor perception of Tesco’s meat offering, ultimately getting them to buy meat from Tesco more regularly. Their belief and our challenge were that if people could experience the meat in an optimal way, they would be convinced of its superior quality and shift their buying behaviour accordingly.
We've created an American-style barbecue experience, featuring world-renowned Pit Masters who use only the finest Irish oak in our smokers to slowly cook Tesco meats to perfection. Our mouth-watering offerings have been a highlight at various prestigious foodie events across Ireland, including The Big Grill Festival, Electric Picnic, Taste of Dublin, Galway Arts Festival, City Spectacular, Ploughing, and many more.
Our modern twist on traditional American-style barbecue is reflected in our visually stunning branding elements. We incorporate simplistic yet impactful features such as hand-drawn illustrations, blue meat stamps, and a condensed typeface to create a cohesive and memorable identity. Our design blends bold red tones with natural, vibrant elements that represent the true essence of our authentic, slow-cooked meats. From mouth-watering dishes to our eye-catching visuals, we provide a one-of-a-kind experience that's sure to leave a lasting impression.
Supporting all the live events from the beginning to capture high-end images and videos to be shared across all social media channels from Tesco Ireland.
The quality of the preparation was acknowledged at the prestigious Big Grill Festival in Herbert Park, where Tesco’s brisket steak was voted best in class by peers.
The initiative culminated in the launch of a new product range, Tesco Fire Pit, which was rolled out in both Ireland & the UK.
