# Grocery Matchmaking Initiatives Tesco's Basket Dating Proves to Be the Perfect Shopping Experience By Kalin Ned | Published 2020-02-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/basket-dating References: [tesco](http://www.tesco.com/) & [youtube](https://www.youtube.com/watch?v=9zxZ4NuqvLE) Popular supermarket company [Tesco](https://www.trendhunter.com/trends/wedding-registry-1) turns up the romantic knob with its Basket Dating campaign. The initative is inspired by the [search for love in unconventional ways](https://www.trendhunter.com/trends/crush-feelings)—a process that has drastically changed over the last few years thanks to technology and social media. Tesco taps the expertise of psychotherapist Rachel Morris who has been given the title of 'Matchmaker.' The Basket Dating adventure allows individuals to go on a shopping trip in the supermarket and later, Morris pairs two baskets up based on what is already in them. Later, the owners of the baskets meet each other and Tesco sends the match to enjoy a date night where the potential lovebirds can dine, drink and get to know one another. Image Credit: Youtube @UnblockCards ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 82% | Activity: 92% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Basket Dating:** Creating innovative matchmaking experiences for customers through unconventional methods. - **Psychotherapy Partnership:** Collaborating with mental health professionals to create personalized shopping experiences for customers. - **Data Analytics for Personalization:** Using customer data to create personalized shopping experiences and improve customer satisfaction. ### Where This Applies - **Retail:** Implementing new technologies and unconventional methods to create memorable shopping experiences and boost sales. - **Food and Beverage:** Partnering with mental health professionals to create personalized dining experiences for customers and improve brand image. - **Dating and Matchmaking:** Incorporating grocery shopping experiences as a part of matchmaking services and events. ## Related on Trend Hunter - [In-Store Dating Experiences](https://www.trendhunter.com/trends/ikea-and-breeze.md) - [Loneliness-Combatting Grocery Shopping Experiences](https://www.trendhunter.com/trends/grocery-shopping-experience.md) - [Dating App-Themed Store Experiences](https://www.trendhunter.com/trends/swipemart.md) - [Newlywed Registry Bundles](https://www.trendhunter.com/trends/wedding-registry-1.md) - [Personalized Grocery Billboard Campaigns](https://www.trendhunter.com/trends/tesco-ireland-1.md) - [Grocery Store Accessibility Models](https://www.trendhunter.com/trends/selfservice-checkouts.md) - [Culinary-Centric Dating Campaigns](https://www.trendhunter.com/trends/knorr-x-tinder.md) - [Pop-Up Reverse Supermarkets](https://www.trendhunter.com/trends/reverse-supermarket.md) - [Gamified Grocery Activations](https://www.trendhunter.com/trends/asda-checkout-challenge.md)