Best feet forward to support Cancer Research

2010 was the ninth year of Tesco’s long-term sponsorship of Race for Life, Cancer Research UK’s series of female, 5km runs held to raise money to fight cancer. The objectives for the 2010 campaign were to demonstrate Tesco’s support of Race for Life to customers; to motivate staff and customers to get involved, either through running or supporting the cause; to generate media cut-through for Tesco (as opposed to the more ‘media- friendly’ Cancer Research UK); and last, but not least, boost participation numbers amongst staff.

Strategy

Launch Group identified the concept of ’support’ to be used as a platform for the 2010 campaign, which centred around the launch of the first online platform for Race for Life fans – the Tesco Supporters’ Network. The network for staff and customers allowed fans to engage with each other and share their personal experiences of Race for Life through virtual message boards and image galleries. The site also provided advice on health and nutrition, training tips, forums and exclusive content from Race for Life ambassador Paula Radcliffe.

Limited edition pink trolleys were also introduced in selected Tesco stores for men to show their support to all the women taking part in Race for Life 2010 and supporters’ packs were issued to 20,000 Tesco staff to help motivate and boost participation at the events.

Results

The 2010 campaign generated over 200 pieces of coverage including 11 national newspaper hits, 59 pieces of broadcast coverage including GMTV, six consumer magazines, 60 pieces of regional coverage and 76 online hits. The Supporters’ Network attracted over 3,000 unique visitors over two months and 19,000 Tesco staff took part in the 2010 Race for Life events.

The campaign achieved an advertising value equivalent of over £438,000, over 183 million people worldwide saw, read or heard about the campaign via the media, resulting in a return of five times the original investment in PR.