Tesco and N2O pair up for 7th year of Pride celebrations

Multi-award-winning creative brand experience agency N2O is celebrating Pride with long-term client Tesco with a series of activations at Pride parades across the UK. This year marks the seventh successful year of their partnership, with a commitment to making Pride celebrations more impactful and inclusive than ever before.

To increase visibility and engagement, Tesco is expanding its presence at key Pride locations, including Cardiff, Birmingham, and Manchester, in addition to its regular appearances in London and Brighton. The highlight of this year’s celebrations includes a trio of activations featuring a giant shopping trolley on top of a parade float full of Tesco colleagues.

The partnership’s new design aims to amplify Tesco’s commitment to the LGBTQ+ community and provide a platform for its colleagues. N2O worked closely with the LGBTQ+ at Tesco Network to ensure the experiences genuinely reflect Tesco’s long-running support, encouraging crowds to get involved and join in the celebrations together.

Steve Surman-Frith, Associate Creative Director at N2O, said: “We’ve set out to go bigger and better this year for Tesco at Pride, with an extended campaign of colleague celebration and an exciting new float design that takes something recognisably Tesco and reimagines it as a new beacon for proudness.”

He continued: “With more music, more dancing, more solidarity and, of course, more sparkle, we hope to reach more people than ever before and spread Tesco’s word on togetherness and its commitment to the community.”

N2O’s Tesco Pride activations will be live at Birmingham Pride (25th May), Cardiff Pride (22nd June), London Pride (29th June), Brighton Pride (3rd August) and Manchester Pride (24th August), and will also visit the Tesco Head Office Building, Heart.