“There are over 1,500 different products in our new Finest range and there’s a story to be told about them all.”Chris Bush
When Tesco launched Finest in the late 90s, it was the only premium brand of its kind. Now almost every supermarket has one. To stay ahead of the competition, Tesco asked us to create a distinctive tone of voice for Finest – one that captured the passion, tradition and innovation that goes into the range – and apply it across 1,500 products. Tesco also asked us to project manage the copy process, coordinating everyone from suppliers to product managers and multiple design agencies. The rebrand paid off. Within a few weeks of the products hitting the shelves, Tesco saw a 20% increase in sales.