For the first time in 15 years Tesco was re-launching its ‘finest’ range. We were brought in to support the copy team with additional on-pack product descriptions as well as alternate descriptions for Tesco’s grocery sales website.
Working to an Established Tone
With a such a well-known range and so many products, understanding and employing the ‘finest’ tone was extremely important. We worked across numerous products including: prepared meals, desserts and cooked meats. Each product needed to emphasise high-quality, local ingredients and provenance, so understanding a range of information from various product mangers was key.
We wrote short and long on-pack copy that had to fit into the established design. We also delivered online descriptions in two lengths with pre-defined levels of detail.
The project was completed on time and the re-launch has rolled out as planned.