Tesco to tour the UK with new food and drink roadshow this summer

Tesco is to tour the UK with a new food and drink roadshow this summer, travelling to 100 Tesco store car parks.

Starting today, the free food tasting event will invite customers to discover food and drink brands and interactive activities.

The UK’s largest grocer partnered with creative brand experience agency N2O for the event, which includes product tastings and demonstrations.

The roadshow will feature a number of well-known brands, including Tesco’s own-brand, and will be positioned in sunflower-adorned summer houses, set around a garden complete with white picket fences.

The experience will also be extended into selected stores, with summer houses in foyer spaces offering sampling and more information for customers to take home.

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A Tesco spokesperson said: “The elevated experiences set within a garden gathering will include a BBQ area, family space complete with brands including Lego and Nerf, and a live food theatre showcasing recipes and useful hints and tips on how to celebrate at home with friends and family.”

N20 head of creative Nigel Clifton said: “This really is a coming together of what summer has to offer.

“Our strategy is driven by our insights – which identified that Tesco shoppers are looking for more affordable options for their summer food and drink, including cooking at home instead of eating out, and they are more likely to be looking for quick and easy food ideas.

“This all informed the direction we went in, with our brightly-coloured summer setup with recipe inspiration theatre, cost and time saving tips, abundance of free food to try and chances to win a family fun day out.”

The latest brand activation follows Tesco’s move to open a pop-up pub for the King’s Coronation named The King in the Castle.