Tesco Veganuary image 1
Submitted by We Are SNSAgency IPI Score 22/100

Tesco Veganuary Plant-Based Influencer Campaign

Influencer Marketing

We Are SNS ran a Veganuary influencer campaign with six lifestyle and food influencers for Tesco's plant-based range, reporting over 180K impressions across Instagram and TikTok.

180KImpressions
6,000+Engagements

Case in 60 seconds

Tesco needed influencer content during the peak Veganuary period that drove awareness and trial of its plant-based range, and the brief asked that content to resonate with a diverse audience while reflecting genuine lifestyle integration.

The brief turns on accessibility rather than conviction, because the page asks the content to show plant-based options as variety and convenience within ordinary lifestyles, so trial depends on shoppers seeing the range fit their routine.

We Are SNS built the campaign on creator voice rather than scripted brand messaging, giving six lifestyle and food influencers creative guidance while letting them keep their personal voice to present Tesco's plant-based range as accessible.

Six lifestyle and food influencers created recipe, in-store shopping and meal inspiration content for Instagram and TikTok through Reels, Stories and short-form video, scheduled for visibility, with the assets repurposed across Tesco's social channels.

We Are SNS reports over 180,000 impressions and 6,000+ engagements from the six influencers, and says the content encouraged trial of new products, a claim the page does not support with a sales figure.

Strategy Breakdown

A diverse audience of shoppers, whom the brief asked the content to inspire to try new recipes and Tesco's plant-based range.
The page ties the work to the peak Veganuary period, so the campaign rides a moment when plant-based eating is already the subject of attention rather than creating that interest from nothing.
Tesco's role is the place where plant-based options are found and bought, which is why the influencer content includes in-store shopping alongside recipe creation and meal inspiration.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Results & Evidence

MetricValue
Impressions180K impressions
Engagements6,000+ engagements
Combined Audience450K combined audience

Why We Are SNS' strategy worked

  1. 1

    Pairing recipe creation with in-store shopping content shows a plant-based range both in the kitchen and on the shelf, which ties creator inspiration to the place where trial of the range actually happens.

  2. 2

    Repurposing creator assets across the brand's own social channels extends a six-influencer roster beyond its combined audience of over 450,000, so the brand channels carry the campaign narrative rather than the creators alone.

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