The Tesco Alfresco 2017 was a promotional partnership between Tesco Extra and some 30+ brands (Bombay Sapphire, John West, Jack Daniels, San Pellegrino, etc) and was one of the biggest and most intricate campaigns of that summer.
It was intended for Tesco to showcase to their customers the whole range of products for their perfect summer party (ranging from drinks to burgers to chair and hammocks) and reassure them they could find under the same roof a comprehensive solution for all their summer needs.
Tesco committed a portion of their car park to be transformed in a lively barbeque party, that would have been noticed as their customers were approaching the store entrance. There, they were greeted and welcomed to their store, invited to join the free barbeque, try a different range of burgers and sausages and take a samples of their favorite refreshing drinks. No doubt they experienced a tremendously well crafted Summer party atmosphere and had the chance to try or be educated about some of the culinary delicacies as well as about the perfect gifts available in the store.
The event set up comprised of 3x huge canopies, 6 heavy cupboards, all the barbeque equipment, chairs and fences, 4vans, 5 riggers, 20+ Ba’s and all what can come with it; alongside it, we also had a set of 2 promotional units placed tactically inside the store to greet, entertain and entice Tesco customers to purchase those key brands. The “Tesco Alfresco 2017” event spanned over 4 months and took place on a different Tesco location every day, it had to built overnight in Tesco’s store car park area and be transported each night to a different location.
My role consisted of rigging and de-rigging overnight the structures, components and equipment in order to make possible for the promotion to promptly start at 9am each morning.
It was a physically exhausting but rewarding process, carried out outdoor under any weather conditions and only made possible by enough preparation, perfect timing and perfect team work, and by working in close contact with the daytime team.
To learn more about Tesco values and Tesco products for this summer, please visit:
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With over 15 years experience in several niches of commercial photography, and over a decade of managing teams in the event and experiential field, I have developed and refined a sense of what the industry requires even when it comes to showcasing your successes through some amazing images!