The innovative Tesco Flame Academy activation launched in summer 2015, setting up shop in the parking lots of various stores in order to offer customers free barbecuing lessons. The dynamic campaign was organized for the British supermarket chain by N2O, which specializes in experiential marketing campaigns.
The Tesco Flame Academy featured a marquee and seating area decked out in summertime decor. Offering tips and tricks for the barbecue season, the Tesco Flame Academy carried out over 450 promotions throughout the summer that were powered by the campaign's 15 designated Academy teams.
This unique marketing campaign is one that is sure to impress customers. An example of brands aiming to spark a positive interaction with consumers, the Flame Academy offered recipes cards and samples to passersby enticed by the grilled aromas.
Complementary Cooking Academies
The Tesco Flame Academy Sets Up Shop in Store Parking Lots
Trend Themes
1. Experiential Marketing - Creating immersive and interactive experiences for customers through events and activations can generate positive brand interactions.
2. In-store Engagement - Setting up engaging activities or pop-up experiences in store parking lots can attract customers and enhance their shopping experience.
3. Seasonal Promotions - Offering specialized tips and tricks for specific seasons, such as barbecuing lessons during the summer, can entice customers and increase brand loyalty.
Industry Implications
1. Supermarket Chains - Supermarket chains can utilize in-store parking lots for experiential marketing campaigns like the Tesco Flame Academy to engage customers and drive foot traffic.
2. Experiential Marketing Agencies - Experiential marketing agencies like N2O can specialize in creating and executing dynamic campaigns like the Tesco Flame Academy to help brands connect with their target audience.
3. Cooking and Culinary Industry - The cooking and culinary industry can collaborate with supermarkets or create their own experiential campaigns to showcase recipes, offer tips, and promote their products to customers.