Tesco and dunnhumby ask customers to create new sandwich via #MyTescoSandwich social campaign


Tesco is set to launch a new sandwich based on the feedback of thousands of its UK customers, who have taken to Twitter and Facebook to vote in the grocer’s #MyTescoSandwich campaign.

Tesco customers who had signed up to be members of The Orchard at Tesco, the UK’s only retail advocacy platform, created by dunnhumby, were asked to submit their ideas for a new sandwich as part of an opportunity launched in October.

The Orchard at Tesco has 120,000 members and allows customers to trial new Tesco experiences, service and products for free then share their feedback with their friends and family as well as Tesco itself.

The #MyTescoSandwich campaign saw The Orchard member entries whittled down to four delicious flavours. These were then put to the public vote on Twitter and Facebook so that other customers could decide the final champion.

After nearly 8,000 social votes, Chicken with Honey and Lime was declared the winner. Set to be launched during British Sandwich Week (10 – 16 May), the new combination will be available in select Tesco stores across the UK.

Joy Armitage, social media and innovation director, dunnhumby said: “Co-creation is a core strategy of The Orchard at Tesco. It allows customers to add their voice to decisions which impact them, whether that be product ideation, range changes or store decisions. #MyTescoSandwich is the first of many co-creation programmes set to be rolled out this year and really demonstrates the power of customer social media to influence and shape the future of retail.”