Tesco has appointed specialist social media agency Uncovered to create “engaging, high-volume social-first content”.

The UK’s leading supermarket has drafted in the social-first creative agency in a bid to strengthen its social media strategy and increase its influence on TikTok, Instagram, and other platforms, reported The Grocer.

“We’re focused on strengthening our social media strategy, and we are excited to be working with Uncovered to produce new content that we hope will be engaging and relevant for our customers,” said Tesco UK marketing director Murray Bisschop.

Founded in 2017, Uncovered has worked with clients including Ben & Jerry’s, Taco Bell, Birds Eye, Tingly Ted’s, and KFC UK. It supported the Labour Party’s social media presence during the 2024 general election.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

It is understood, that the move will not impact BBH London’s current role as Tesco’s lead creative and strategy agency, a partnership which saw the launch of the supermarket’s social-first campaign promoting the brand’s Meal Deal in September last year.

Uncovered CEO and founder Chris Cookson added: “Winning the Tesco social account is a defining achievement for our agency.

“We’ve long aspired to work with a supermarket brand, and to partner with the UK’s biggest is an incredible privilege. Their ambition and creativity stood out throughout the pitch process, and we’re thrilled to join forces to push the boundaries of social, create work that resonates, and drive real impact in the years ahead.”

The news comes as rival grocers ramp up their social media presence. Last month Lidl became the first supermarket to launch on social media platform TikTok shop, selling out its first range within 18 minutes.

In recent months, FMCG brands have also jumped on the trend of social media expansion. Earlier this year, new Unilever CEO Fernando Fernandez revealed the consumer goods giant planned to invest heavily in social media.

The chief executive said the business intended to hire influencers and look to AI to help win over shoppers, as consumers have become “suspicious” of traditional advertising.