The Project

Tesco were delighted to be marking their 10th year with Pride in London by becoming their headline sponsor. Every year at Pride in London they are joined by hundreds of Tesco colleagues, as part of the parade and as volunteers along the route. We are very excited to be strengthening our partnership with Tesco to support our mission to deliver the best, most diverse Pride yet.

Barry Davies, chair of Tesco’s LGBTQ+ colleague network, Out At Tesco said “Everyone is welcome at Tesco and this partnership underlines our ongoing commitment to championing diversity and inclusion in our business. Over the 10 years that they’ve been a valued partner of Pride in London, Tesco has provided us with an amazing level of support – from donating lunches for our volunteers on parade day, to fundraising for us in their stores,”

Our Approach

Our cameras followed the eye-catching, rainbow-coloured float – a revamped Tesco artic lorry, complete with loud music, bubbles and big screen celebrating the crowd throguhout it’s journey through the centre of London. As the crowd cheered and danced to the loud music playing from the speakers, the cheer-o-meter was activated – triggering a rainbow of smoke from cannons at the top of the big screen on the back of the truck.

The film was dlivered as a monatge of highlights from the day and was featured on the Tesco Instagram, Facebook and Linkedin channels.

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