Pan Euro Foods is a prominent Irish food manufacturer launching its Diggers Foods Frozen Chicken range into more than 600 UK Tesco stores, a major distribution win, but with no existing UK brand recognition in a fiercely competitive category. Shelf presence alone wasn’t going to drive trial.
We ran a large-scale campaign across March and April, engaging 200 influencers spanning mums, dads and foodies. Creators were given Tesco vouchers to buy Diggers products in their local store, documenting the in-store discovery journey and producing recipe content, with incentives structured to reward repeat visits. The campaign tapped a combined following of 7,874,979 and drove 43,322 engagements.
Authentic, in-store shopper moments gave the Diggers launch the peer-to-peer social proof that paid media alone couldn’t replicate.
Structuring a Shopper-Marketing Campaign at Retail
Running across March and April tied the campaign to a fixed retail window rather than an open-ended always-on brief, with 200 creators (mums, dads and foodies) given Tesco vouchers to buy the product in their local store and document the discovery journey themselves, the incentive structure the existing body already sets out as rewarding repeat visits rather than a single purchase. That in-store structure sits closer to a UGC brief than a standard influencer campaign, since the deliverable was the shopping trip itself.
What the Engagement Number Measures
43,322 engagements against a 7,874,979 combined following from 200 creators is a social-proof figure, not a sales or trial number. It shows how many people reacted to seeing real shoppers pick the product off a Tesco shelf, which is the “peer-to-peer social proof that paid media alone couldn’t replicate” the existing body already claims for the launch, restated here as an engagement figure rather than a conversion one.
