Ploughing 2016

  • Design
  • Event Management
  • Experiential

Tesco goes ‘Big’ at Ploughing ’16

Every year, the National Ploughing Championships attracts thousands of people from all over Ireland who don their wellies for three days of family fun.


As the biggest buyer of Irish food Tesco aims to wow attendees, but standing-out from the crowd each year is no easy feat with over 1,500 exhibitors all competing for attention. Tesco’s brand message centers around their passion for quality food and communities, with this in mind, we were challenged to find a way to reinforce their message and celebrate the agricultural community by cultivating open conversations between Tesco, their suppliers, and most importantly their customers – families.


Starting from the ground up we built, planned, managed and design Tesco’s presence at Ploughing ’16. It all started with Tesco’s giant, bright and vibrant tent, from them striking rolling hills pictured on the walls to faux grass on the floor. Outside, various contests ushered attendees into the tent and highlighted Tesco’s ‘big’ message. Inside, people could feast their eyes on Tesco’s fresh produce and meat displays, while enjoying delicious Angus steak sandwiches, mini burgers and a variety of gourmet food samples. Aspiring chefs and foodies were given the opportunity to watch and learn from Tesco experts as they provided live cooking and butchery demonstrations over the three days.

However, the star of the show was the family fun-zone which intrigued, delighted and surprised the masses. With its enchanted path running through the tent, kids and ‘kids at heart’ were brought on a journey of a seedling to fruition. Young adventurers began by planting a seed in fresh soil, getting their hands dirty and ending surrounded by GIGANTIC fruit and veg- the perfect photo-op. Nobody left empty handed, receiving lots of goodies including the seed they’d planted in a cup with all the instructions they needed to help it grow. One small seed for them, one giant veg. in the making. 🙂



‘We set out this year to make the brand experience at Ploughing different to previous events and deliver our Irish message to customers in a more interesting way. BACKUP were great at creating a really engaging and interesting tent experience and I think it’s been our best Ploughing to date!’