Since 1988, Tesco has chosen a different charity each year to be the focus for staff fundraising, raising over £55 million so far for good causes such as the British Red Cross, Marie Curie Cancer Care and the Muscular Dystrophy Campaign. The Tesco charity of the year for 2010/11 was CLIC Sargent, the UK's leading cancer charity for children and young people with cancer and their families. Kimberly-Clark, one of Tesco's partners, was invited to support the event as part of the on-going 'collaborative working' between the two companies.

Our job was to create an engaging promotion that would help Tesco raise money towards their £1 million target for CLIC Sargent and motivate people to buy Andrex®. With the help of our PromoSignature tool, we looked at which kind of promotions were most likely to succeed with our target audience, and added Touch Point and Shopper Analysis to make sure that we gave the right structure to the shopper's journey around the store and communicated as effectively as possible at every stage of the process.

We created a "Get Your Paws on a Limited Edition Puppy" promotion which featured in-store for 3 weeks in Oct 2010. This was so successful that a second promotion was activated, supported by experiential activity in Tesco's top 50 stores over 3 consecutive weekends in Jan 2011. We organised a fun filled in-store event with a free prize draw to win a giant Andrex® Puppy, free face painting, helium balloons and a meet and greet with the Andrex® Puppy costume character. We created a similar event at Tesco Head Office. Facebook was also used to engage over 200,000 shoppers.

£105,036 was raised for CLIC Sargent. The CLIC Sargent Andrex® Puppy raised £1,692 at auction for the charity. 20% of people participating in the promotion redeemed the offer more than once. Every pound spent on the campaign generated an extra £0.27 in profit. The in-store event drove a significantly higher volume of pack sales.