Introduction
The portfolio is a comprehensive discourse on applied digital marketing, both theoretical and feasible in practice. The article is structured based on three general tasks, which address discrete but related domains of the marketing practice.
Task 1 will examine the marketing mix or 7Ps model and the promotional mix and advertising and direct marketing in particular. This segment states the relevance of the above components in the organisational success of organisations in the competitive contemporary world. The two aspects of digital marketing (social media marketing and pay-per-click advertising) will be assessed with the help of Task 2. The discussion demonstrates how the tools are complementary to the communication strategies and enable the businesses to access and communicate to their target audiences.
Task 3 uses RACE model in Tesco PLC, the major retailer in the UK, by using its Food Love Stories campaign. Through this case analysis, the portfolio will demonstrate how organised digital measures instigate awareness, engagement, and customer loyalty.
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Task 1: Marketing Mix and Promotional Mix
The 7Ps of Tesco
The marketing mix, also known as the 7Ps is a structured approach to the way organisations design and create value to customers. As one of the largest UK-based retailers, Tesco successfully implements this model to maintain its position in the market and address the changing consumer needs in a competitive market.
Product
Tesco has a wide and varied product line including but not limited to groceries and household needs, through their F&F label, to clothing, such as insurance, banking and other financial service offerings. This range enables Tesco to tap various customer groups and poses high brand awareness in the various markets. The firm has been undertaking the development of products constantly, and these products are healthier, use environmentally friendly packaging, and the food is naturally found in the area (Tesco, 2024).
Price
The value proposition of Tesco is feasibility. The retailer uses competitive pricing, such as price-matching, discounts on promotion, and loyalty-based deals as the Clubcard scheme..These tactics appeal to cost-sensitive shoppers while protecting profitability. Tesco also adapts pricing to different store formats: Express outlets often reflect convenience premiums, whereas larger supermarkets offer bulk savings (Yrjölä, Saarijärvi and Nummela, 2018).
Place
Tesco’s distribution system is one of its core strengths. The company operates large supermarkets, smaller convenience stores, and an advanced online platform that supports home delivery and click-and-collect. Partnerships with delivery services such as Uber Eats and Deliveroo have expanded its accessibility, particularly among younger, urban consumers. This multi-channel presence ensures Tesco products are available wherever and however customers wish to shop, which is crucial in an era of convenience-driven consumption (Smith, 2023).
Promotion
Promotional activities are central to Tesco’s marketing success. The company invests heavily in integrated campaigns across television, outdoor billboards, and digital platforms. Its Christmas adverts, for example, have become cultural touchpoints that reinforce themes of community and affordability. Promotions also extend through in-store discounts and Clubcard price advantages, ensuring consistent brand visibility (Raqib et al., 2020).
People
Employees play a vital role in delivering Tesco’s service promise. The company invests in training programmes to enhance customer service and upskill staff in digital processes, such as supporting online orders. Employee engagement initiatives emphasise inclusivity and recognition, positioning staff as ambassadors of the brand. Friendly and knowledgeable service enhances customer experiences and builds loyalty, which is especially important in retail settings where interpersonal interaction shapes perceptions of value (Smith, 2023).
Process
Tesco’s processes are designed for efficiency and convenience. In-store innovations such as self-checkout machines, contactless payment systems, and streamlined queuing improve speed and ease for shoppers. Online, Tesco leverages data from its Clubcard to personalise recommendations and promotions, tailoring the shopping journey to individual preferences. This data-driven approach not only improves customer satisfaction but also provides Tesco with insights to optimise operations and forecast demand (Yrjölä, Saarijärvi and Nummela, 2018).
Physical Evidence
The physical environment strongly contributes to Tesco’s brand identity. Store layouts are designed to maximise convenience, with clear signage and product placement strategies that guide shopping behaviour. Packaging, whether for food, clothing, or household products, reflects Tesco’s modern and sustainable ethos. The online interface also serves as a form of physical evidence, with intuitive design and functionality reinforcing reliability and professionalism. All of these factors ensure that customers are convinced that Tesco is credible and meets quality standards (Raqib et al., 2020).
Publicity Blend- Advertising/Direct Marketing
The promotional mix offers organisations with instruments to connect with their customers and build relationships. In the case of Tesco, advertising and direct marketing have been especially effective at fulfilling communication goals.
Advertising
Advertising will help Tesco to air the same brand messages to great masses. Its seasonal campaigns, including its famous Christmas ads, incorporate emotional narration as a means of emphasizing family, community, and low prices. Adverts on television, out-of-door billboards and video campaigns on the Internet guarantee the maximum awareness of various touchpoints among consumers. Such uniformity in communication helps not only create awareness but also creates a distinction between Tesco and its competitors since it encourages the inclusion of emotional stories within the brand. Ad campaigns create a high degree of recognition, enhance the relevance of different cultures, and increase traffic to both physical and online stores (Rabindranath and Singh, 2024).
Direct Marketing
Direct marketing is equally important with the Tesco Clubcard loyalty programme. This plan creates one-to-one communication through emails, application alerts, and personalized vouchers. The analysis of purchase behaviour helps Tesco to offer specifically to individual customers and increase their relevance and interaction. One such example is that a family which buys child snacks can be offered special offers on their products. Direct marketing drives loyalty, repeat buying, and further rapport between the customer and the brand by providing real value (Yawson and Yamoah, 2022).
Importance
Advertising and direct marketing are a complement to each other. On the one hand, advertising helps to create an emotional appeal and wide recognition, and direct marketing helps to strengthen loyalty and create significant sales. The combination of the tools illustrates the balanced strategy of Tesco: the mass-market visibility and personal relationships.
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Task 2: Digital Channels – Social Media Marketing and Pay-Per-Click Advertising
Digital channels have become fundamental to the process of organisations communicating with consumers, developing brand equity, and achieving commercial goals. As a leading marketer like Tesco in the UK, these channels are considered to be part and parcel of its marketing communication strategy. The most effective ones are the social media marketing and the pay-per-click (PPC) marketing since they enable the company to trade off the activities of engagement, telling the brand story, and direct response (Kushwaha et al., 2020).
Social Media Marketing
Topped with interactive, two-way communication, personalised interaction and directed advertising, social media has transformed the relationship between a brand and consumers. Facebook, Instagram, Tik Tok and X (previously Twitter) are all platforms that Tesco actively utilises to increase visibility and create better relationships with customers. One of the main social media goals of Tesco is to create awareness and emotional attachment by telling stories. The FLS campaign is the case of this strategy. Short video content and recipe shares illustrate the importance of food in the lives of the families and indirectly indicate the product range of Tesco. That is what makes Tesco not only a retailer, but also a brand in everyday activities, what creates trust and relatability (Tescoplc, 2018a).
Another strength of social media marketing is targeting capability. Platforms possess advanced features that enable Tesco to communicate with audiences according to their demographics and balance in addition to their interests. Radio, cell phone, billboard, and internet promotions can be used selectively with low-end meal deals being targeted to young families and healthy content to the fitness conscious. Tesco’s ads are more focused and waste less money, which makes them more useful than old mass-market ads. They also use social media not just to post content, but to reply to customer questions, comments, and complaints. On Twitter especially, this personal contact helps build trust and loyalty. Tesco runs fun, interactive things like polls, recipe sharing, and hashtag challenges. These get people involved, create user content, and spread the campaign further. Most importantly, Tesco measures everything. Their social media marketing is built on tracking results and making sure every step counts (Tescoplc, 2018a).
The performance metrics are impressions, reach, rate of engagement, and sentiment analysis. Visuals and overall emotional storytelling can be effective because campaigns can reach millions of eyes, even in brief durations. In addition to quantitative measures consumer comments reveal qualitative information that guides future campaigns based on the tone of the comments. Lastly, Tesco uses social media in its reputation building and corporate social responsibility communication. Online content focusing on sustainability activities or charity collaborations show that the company is more concerned about society overall. This content contributes to better brand equity due to its ability to align with the values of consumers, especially those audiences who focus on the importance of ethical consumption (Kushwaha et al., 2020).
Pay-Per-Click Advertising
PPC advertisement provides Tesco with a direct-response channel which supplements its own social media activities. Tesco will be able to place its products and services in key directories by bidding against related keywords and with display formats so that when consumers show signs of desire to buy, the products and services will be on the front page. This urgency continues to make PPC one of those devices that was appropriate to conversion-oriented marketing. One of the PPC techniques Tesco uses effectively is search engine advertising. The advert can be placed on those pages where one will be typing keywords such as: Tesco grocery delivery or: cheap meal deals, so that whatever will be typed on the pages will be seen at the time when the consumer needs it. Such a placement captures high-intent traffic as well as enables Tesco to compete favorably with its competitors such as Sainsbury or ASDA. The high placement of these advertisements in search engines boosts the chances of a clickthrough resulting in traffic to the Tesco online store (Rezaei, Amin and Herjanto, 2024).
Another essential PPC usage is the Google Shopping campaigns. These display product images, prices, and ratings alongside competitors, enabling consumers to compare options instantly. For categories such as F&F clothing or household goods, this format is especially persuasive. Retargeting further extends the value of PPC. Visitors who browse Tesco’s website but do not complete a purchase may later encounter reminder ads across other sites. These nudges encourage return visits and eventual conversions, particularly effective during seasonal campaigns where timing is crucial. Retargeting ensures Tesco remains salient in consumers’ minds throughout their decision-making process (Söilen, 2024).
Measurement is integral to PPC campaigns. Tesco monitors click-through rates, cost-per-click, conversion rates, and return on ad spend. These insights enable the optimisation of keywords, bidding strategies, and creative content in real time. By continually refining campaigns, Tesco maximises efficiency and improves return on marketing investment. Data-driven decision-making is especially important in retail, where margins can be tight and consumer preferences shift rapidly. Flexibility is another key advantage. Tesco can scale spend during high-demand periods, such as Christmas, and reduce activity when necessary. This responsiveness ensures resources are deployed strategically, capturing demand spikes without committing excessive budget during quieter times. PPC also contributes to brand reinforcement; even if ads are not clicked, impressions enhance awareness and recall, adding subtle value alongside direct conversions (Shukla, 2025).
Complementary Value of SMM and PPC
Although distinct in approach, social media marketing and PPC are most effective when used together as part of an integrated communication strategy. Social media excels at creating awareness and emotional engagement, while PPC capitalises on intent and delivers conversions. A typical consumer journey may begin with exposure to Tesco’s “Food Love Stories” campaign on social media, generating awareness and interest. Later, when searching online for groceries or recipes, the same consumer encounters Tesco’s PPC ads, guiding them toward making a purchase. This integration demonstrates how multiple touchpoints can be coordinated to lead the customer from initial engagement to final transaction (Tescoplc, 2018a).
The synergy between these channels is further enhanced by their shared reliance on data. Insights from social media engagement can inform PPC keyword choices, while conversion data from PPC can shape social media targeting strategies. Together, they create a feedback loop that continually strengthens Tesco’s digital marketing performance (Bornemann, 2024).
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Task 3: RACE Model Campaign Analysis – Tesco “Food Love Stories”
Tesco’s “Food Love Stories” campaign, launched in 2017, has become one of the brand’s most successful and enduring initiatives. Designed to showcase the emotional role of food in everyday life, the campaign has continued across multiple years with different stories, characters, and recipes. By using authentic narratives and integrating digital platforms, Tesco has positioned itself as more than just a supermarket: it has become a part of people’s lives and celebrations. The RACE model (Reach, Act, Convert, Engage) provides a useful framework for analysing how Tesco structured this campaign and delivered measurable impact (Tescoplc, 2018b).
Reach
The first stage of the RACE model focuses on raising awareness and attracting traffic across digital touchpoints. Tesco employed a multi-channel strategy in order to increase the exposure of the fact sheet, “Food Love Stories.” Mass exposure was initially achieved by tele-adverts that were uploaded to both YouTube and social media. The advertisements usually included actual families, couples and friends having actual meals with a love story attached to each.
Tesco used Facebook, Instagram, and Twitter to increase the reach of the campaign on social media. Reduced-length video clips, behind-the-scenes and recipe snapshots were posted as per the various audience preferences. Hashtags, including, but not limited to, “Food Love Stories”, helped to centralize conversations and invite consumers to talk about stories of their own. Paid promotion also increased reach as it focused on families, food lovers, and younger consumers seeking cooking inspiration. (Facebook, 2025). Influencers and food bloggers were also incorporated, sharing recipes from the campaign and linking them back to Tesco products. This widened Tesco’s reach beyond traditional shoppers to online communities with high engagement. Success at this stage was measured through impressions, reach metrics, video views, and hashtag tracking. For example, YouTube campaign videos regularly achieved millions of views, reflecting the effectiveness of emotional storytelling in capturing consumer attention (Youtube, 2025).
Act
The Act stage involves encouraging consumers to interact with the brand, moving beyond awareness into deeper engagement. For Tesco, the campaign directed audiences towards actionable content, primarily through its website and digital channels. Each “Food Love Story” featured a recipe that was hosted online, complete with instructions, images, and options to add ingredients directly to an online shopping basket. On social platforms, Tesco encouraged interaction through comments, shares, and user-generated content. Consumers were invited to share their own “food love stories,” creating a participatory campaign that deepened emotional resonance. Competitions and polls on Facebook further encouraged active engagement, while Instagram’s visual format lent itself to recipe photography and step-by-step cooking guides (Tescoplc, 2017).
These activities not only entertained and inspired but also drove traffic to Tesco’s website and online store. The success of the Act stage was measured through click-through rates, website visits, and social media engagement metrics. Importantly, these interactions reinforced Tesco’s positioning as a brand that provides practical solutions and emotional value.
Convert
Conversion refers to turning engagement into measurable business outcomes such as sales or sign-ups. Tesco integrated conversion opportunities seamlessly into the campaign. When consumers viewed recipes online, they could add all the necessary ingredients to their shopping basket with a single click. This reduced friction in the path to purchase and encouraged impulse buying. By linking content directly to commerce, Tesco maximised the commercial impact of its storytelling (Majka, 2024).
PPC advertising also supported conversions. Search ads for meal deals, seasonal recipes, or cooking inspiration often linked directly to “Food Love Stories” landing pages. Shoppers who had engaged with the campaign on social media could then be retargeted with specific product ads. This channel cross-pollination saw to it that the campaign message was always reinforced and the consumer moved further along the purchase opportunity ladder. At this point, measures were based on sales uplift on featured products, online order volume and revenue attributed to a campaign. Significant sales in the ingredients featured could be spurred by seasonal tales, including the Valentine stories or the Christmas stories. The capacity to directly track digital interaction to commercial deliverables showed the effectiveness of the Tesco campaign framework (Glenister, 2021).
Engage
The last step of the RACE model is on long-term loyalty and recommendation. Tesco has applied the tactic of Food Love Story as a continuum rather than a single campaign but has made sure that there is a constant interest. New stories added new characters and recipes, which allowed the campaign to remain dynamic and relevant with each season. This long term story telling strategy supported the brand in day to day situations in the family and maintained the brand communication in the family. Interaction was also facilitated by the Tesco Clubcard programme. The information gathered during the purchase of the products associated with the campaign recipes allowed Tesco to personalise the follow-up offers, including the discounts on related items. These structured promotions used loyalty and stimulated repeat behaviour (Mir and Fayard, 2020).
It was a key role of social media to keep people engaged. Tesco repinned posts by users, devoted positive consumer post, and reacted to posts about campaigns. Tesco enhanced a sense of community and co-creation by magnifying customer voices so that customers perceived themselves as being part of the campaign, instead of being key receivers of advertising communications. The measured loyalty metrics were repeat purchase rates, social media followers and customer satisfaction survey growth. The sheer length of time that the campaign itself took can be attributed to the fact that it was able to achieve a long-term engagement. Its influence on brand equity is only indicated by the fact that it was actually one of the most famous campaigns that Tesco had ever cooked (Ozuem and Willis, 2025).
Visual Evidence
Figure 1: Tesco launches new ‘Food Love Stories’ campaign
(Source: Tescoplc, 2018b)
Figure 2: Food Love Stories: Tesco Ireland Facebook Post
(Source: Facebook, 2025)
Figure 3: Food Love Stories | Tesco YouTube
(Source: Youtube, 2025)
The advertising was highly visualized in the emotional visuals used and situations that people can relate. The advertisements also included ordinary people preparing food with their loved ones and they not only showed products but also emotions of the people preparing them. Posts on social sites were examples of an excessive degree of sharing, and the practical importance was focused on the recipe pages at the Tesco site. The YouTube videos and campaign poster images showed how Tesco integrated unity in branding through mediums. These pictures supported the sentimental and commercial aims of the campaign and proved the strength of the united visual narration.
Conclusion
This portfolio has discussed the practical notions of digital marketing through the lens of Tesco PLC, which is one of the largest retailers in UK. As an analysis revealed, Tesco marketing mix and promotional activities played a critical role in its positioning and customer attraction activities. awareness and building emotions, while pay-per-click ads focus more on people’s intent and can show clear results.
Tesco’s Food Love Stories campaign is a good example of storytelling in business. By following the RACE model Reach, Act, Convert, and Engage Tesco was able to mix stories, digital tools, and business goals. The campaign reached people, got them involved, turned them into customers, and built loyalty.
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