In celebration of the Chinese New Year, and to promote its Lunar New Year range, Tesco teamed up with Reach to turn printed pages into a fold-your-own horse activity. As part of the newspaper takeover spotlighting stir-fry meal deals, hoisin duck noodles and more, Tesco included a guide to making a paper Lunar New Year Horse from a cut-out red square in the interactive campaign across the Daily Mirror, Daily Express and Daily Star.
To help people of all ages and skill levels follow along, the step-by-step guide included a scannable QR code that linked to a how-to video with detailed instructions, perfect for visual learners, filmed by award-winning journalist and author Angela Huii.
Lunar Celebration Crafts
Tesco's Lunar New Year Print Campaign Includes a Fold-Your-Own Horse
Trend Themes
1. Print-to-interactive Packaging - Combines traditional printed materials with embedded fold-and-play elements to create tangible, shareable brand experiences that blur the line between marketing and product.
2. Qr-enabled Print Experiences - Enables seamless bridging of physical and digital content through scannable codes that deliver video tutorials, augmented instructions, or shoppable links tied to specific printed assets.
3. Cultural Festival Personalization - Creates targeted seasonal campaigns that leverage culturally specific crafts and storytelling to deepen community relevance and product resonance during key celebration periods.
Industry Implications
1. Retail Grocery - Sees potential in bundling themed, activity-driven print inserts with product promotions to drive in-store sales and increase family-focused engagement around seasonal ranges.
2. Print Media and Publishing - Faces an opportunity to evolve from static classifieds to interactive editions that monetize QR-linked multimedia and sponsored craft content for broader audience retention.
3. Advertising and Promotions - Could leverage tangible takeaways and cross-channel storytelling to create higher-value branded experiences that track engagement through digital callbacks embedded in print.