Marketing Britain’s largest supermarket in a cost of living crisis - Alessandra Bellini, Tesco

Allessandra Bellini is the Chief Customer Officer at Tesco, the largest supermarket in the UK. Previously she's held roles at agencies, before 21 years at Unilever rising up through the ranks to some very senior positions. Tesco are a huge household brand to represent in the UK, and Allessandra and her team have created some exceptional work over the years, including the well received "Food Love Stories" campaign. We talk all about those campaigns, how they scored on the System1 database and what it takes to run such a large brand. LinksFollow JonWatch UCMO on YouTubeTimestamps:

00:00 - Intro

01:13 - Starting out in advertising

03:18 - From creative agency to joining corporate Unilever

05:24 - What do you learn in 21 years at Unilever?

06:32 - Most challenging and most proud moment at Unilever

08:16 - The secret behind uncomfortable conversations

10:06 - What is Allessandra most proud of from her time at Unilever?

11:26 - From Unilever to Tesco

13:28 - How to get close to the customer in such a large organisation

15:51 - What are the changed

18:15 - Downtrading and uptrading

20:44 - The power of Clubcard Data

24:57 - Cost of living crisis: every little helps, right?

27:47 - How to communicate price

30:35 - How much to spend on brand vs activation

32:14 - Doing both long and short term advertising

33:41 - Food love stories

41:11 - Ad 1: Food Love Stories: Eid Mubarak

45:31 - Ad 2: Sue’s Crispy Pork Noodles

49:43 - Ad 3: Helen’s Homecoming Lamb

51:45 - Ad 4: Barbecue

54:40 - Being president of the Ad Association