Research revealed that factors likely to tempt these shoppers to spend more of their cash in Tesco included special offers, with discounts being particularly appealing.
Between September 2000 and June 2001 Tesco ran eight price promotions on high-value goods such as whisky, champagne and chart CDs, backing them with a £3.2m ad campaign.
The media strategy opted for ten-second slots with a significantly lower frequency than the company's brand-building ads. The creative used the idea that the offers were so good even the products were excited and ended with the 'Every little helps' slogan.
Sales of promoted items increased significantly, with fresh legs of lamb up 105% year on year and champagne up 534% on the three previous weeks.
Other products in the same categories also benefited: sales of lamb were up 44% while beef, lamb and pork also saw improvements.
The campaign encouraged some shoppers to try Tesco for a new product, while others had taken the opportunity to stock up. The total number of households shopping at Tesco rose during the promotional period and was 3% higher after it ended.
Taking into account the long-term benefits of encouraging secondary shoppers to commit to Tesco, the ads generated a 1.46% lift in sales from the campaign's start to November 2001 - a revenue increase of £349.4m for a total campaign cost of £3.2m.
Campaign: Tesco's Profitable Carrots
20% off Australian Wine
Creative Director: Paul Weinberger
Art Director: Richard Littler
Copywriter: Zac Ellis
Film Director: Mark Waring
Advertising Manager: Peter Wight
Principal Author: Cathy Lewis
Contributing Members: Joanna Bamford, Robert Black, Louise Cook