itsu - Dragon Rolls Hit the Tesco Meal Deal – and TikTok Can’t Get Enough
When itsu [grocery] launched their exclusive new Dragon Rolls into Tesco’s iconic Meal Deal, they wanted more than just shelf space, they wanted a moment. A product like this deserves to be part of the nation’s lunchtime conversation, and there’s no better place for that than TikTok.
To bring it to life, we partnered with 20 brilliant creators - a mix of mid-tier foodies and macro lifestyle influencers - who knew exactly how to tap into TikTok’s never-ending obsession with the Tesco Meal Deal.
The concept was simple: show your Tesco Meal Deal, spotlight the Dragon Roll, and take your audience along for the ride. We leant into a format TikTok audiences know and love - creators heading to their local Tesco, scanning the fridges for their snack, drink and main, and proudly revealing their final haul. It’s the kind of content viewers can’t resist, sparking endless debate in the comments and fuelling Meal Deal loyalty wars. By placing itsu’s Dragon Rolls at the heart of this content, we naturally slotted the new launch into a trend that already had momentum.
Content varied from quick, snappy ‘what I picked’ reveals to first-bite reactions and ranking videos, but the Dragon Rolls were always the hero. Creators brought their own style and personality to the brief, making it feel authentic, playful, and genuinely scroll-stopping. And it worked.
The campaign racked up over 720,000 views and more than 40,000 likes, with comment sections filled with viewers asking where they could find the Dragon Rolls, how they tasted, and adding them to their next Tesco run. People loved seeing the full journey - walking into the store, opening the fridge, making those tough Meal Deal choices, and settling in for that all-important first bite. By tapping into a format the audience already loved, and giving them something new to get excited about within it, we helped itsu’s Dragon Rolls break into Tesco Meal Deal culture in exactly the right way - playful, authentic, and straight onto the For You Page.
