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 - Intro01:13 - Starting out in advertising03:18 - From creative agency to joining corporate Unilever05:24 - What do you learn in 21 years at Unilever?06:32 - Most challenging and most proud moment at Unilever08:16 - The secret behind uncomfortable conversations10:06 - What is Allessandra most proud of from her time at Unilever?11:26 - From Unilever to Tesco13:28 - How to get close to the customer in such a large organisation15:51 - What are the changed18:15 - Downtrading and uptrading20:44 - The power of Clubcard Data24:57 - Cost of living crisis: every little helps, right?27:47 - How to communicate price30:35 - How much to spend on brand vs activation32:14 - Doing both long and short term advertising33:41 - Food love stories41:11 - Ad 1: Food Love Stories: Eid Mubarak45:31 - Ad 2: Sue’s Crispy Pork Noodles49:43 - Ad 3: Helen’s Homecoming Lamb51:45 - Ad 4: Barbecue54:40 - Being president of the Ad Association