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In-store communications / micro stories

Fun in the aisles

Tesco’s mission was to engage more with their customer base and ‘one voice’ their customer-facing communications.


I had the pleasure of writing many of their in-store messages and micro stories, mainly for the world foods and alcoholic beverage sections.


The campaign – actually known as ‘One Voice’ – has stood the test of time and is still in situ and guiding shoppers to this day.


It was innovative in its approach, using the aisles to speak directly to the consumer and inject some fun into the buyer journey.

What the client said:

"Jim was is one of the most creative and switched-on copywriters I've ever worked with.

Keep him close."

Simon Morrison / Design Manager / Tesco

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