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Tesco Agricultural Shows

Food Retail Outdoor Activation Interactive Sessions
Tesco partnered with DRPG to bring its agricultural show presence to life at the Royal Highland and Royal Welsh Shows, celebrating its commitment to local sourcing and regional farmers. Through immersive design, authentic storytelling, and community-focused activations, the stand became a leading destination for over 50,000 visitors, blending brand values with meaningful real-world engagement.
A shot of a chef cooking as part of the Tesco Ag Show.

CHALLENGE

Tesco needed a stand that reflected its deep ties to regional farming communities while offering a consistently fresh, engaging experience across consecutive shows. The solution had to remain practical and focused on showcasing suppliers without relying on excessive tech.
A shot of attendees at the Tesco Ag Show.

INSIGHT

Authenticity is at the heart of Tesco’s brand. By creating space for real farmers to share their stories and by letting food, and its origins, take centre stage, Tesco could deepen customer trust and enhance its local-first message in a tangible, impactful way.

SOLUTION

DRPG delivered a full-service, end-to-end execution across both events, handling creative, design, build, AV, print, and event staffing. With a framework refined over years of agricultural show experience, the team refreshed the look and feel to keep the stand current while staying true to Tesco’s visual identity.

Tailored for each show, the stand featured bilingual signage, community-specific dressing, and branded recipe cards, ensuring regional relevance. At the core was a live demo kitchen, hosting four daily cooking demonstrations led by Tesco chefs using local produce. Each session was co-hosted by Tesco’s agricultural manager and the farmers who grew the ingredients, bringing real-time, relatable storytelling to life.

A live camera rig captured every demo from above, broadcasting to screens across the stand, while large-format recipe panels showcased the dish, the farmer, and a scannable QR code for takeaway value. Sampling was another standout feature, with over 48,000 tasters served, from sausages and cheeses to cider, each presented by the actual producer, allowing guests to engage directly with the people behind the products.

Beyond the show hours, the stand transformed into a social space with the Pie & Pint Night, a relaxed evening activation for suppliers to connect and unwind over local food and drink.

A shot of a supplier at the Tesco Ag Show.

IMPACT

With over 50,000 attendees and standout visibility, the Tesco stand became a must-visit destination, thanks to its genuine farmer-led storytelling and immersive experiences. The activation left a strong impression and brought Tesco’s supply chain to life through connection, community, and conversation.