The story

Tesco has had a set of corporate values as long as anyone can remember, but how those values are translated into everyday actions became the focal point of a review of how Tesco staff behaved in the rapidly growing retailer. Making sense of a set of values across borders depended on telling the story through the expression of practical, interactive experiences that could be easily translated and recounted in even the most informal in-store situations.

Who was listening?

250 of the most senior managers at Tesco, brought together from around the world.

How it was told?

The values were made accessible and understandable through the creation of an observational documentary called ‘No Added Ingredients’, where a group of employees were set a challenge to help a local community. This task demanded that the employees consider the importance of the values to themselves as individuals and to the way Tesco operates as a business. The story of the challenge was edited into episodes, creating an unfolding narrative that was screened to the audience over the course of the day-long conference.

How well it was told?

Tesco has measured improved recall of the company’s values amongst employees at all levels. Furthermore, informal evidence from managers suggests that the values are easier to describe due to the anecdotes that can be told about the documentary ‘No Added Ingredients’.