How Search & Social Drove 47% More Street Feast Registrations

Tesco wanted to turn awareness of Street Feast into participation. We combined Search, Paid Social and first-party audience data to increase registrations by 47% year on year and finish 17% above target.

47%

Increase in Registrations

17%

Above Registrations Target

700+

Registrations

The Challenge

Street Feast is a national celebration that brings neighbours together to share food, build stronger communities and create meaningful local connections.

As headline sponsor, Tesco wanted to do more than simply raise awareness of the event. The objective was to increase registrations, encourage participation and position Tesco at the heart of communities across Ireland during one of the country’s best loved local initiatives.

The challenge was that audiences were at different stages of their journey. Some were discovering Street Feast for the first time, while others were already searching for recipes, hosting ideas or local events. Success depended on inspiring participation while capturing demand from people already showing intent. 

Customer Insight

Our audience research showed that participation starts well before the event itself.

Tesco’s target audience is 35% more likely than the average consumer to discover brands through social media advertising, 25% more likely to use search engines to research products, and 41% more likely to discover brands through influencer recommendations. Rather than relying on a single channel, they move seamlessly between social media, search and trusted recommendations before deciding to take action.

This insight shaped our strategy. Instead of treating awareness and performance as separate activities, we built an integrated campaign that inspired participation while making it easy for people to discover Street Feast, register and prepare for the event. 

Our Approach

Our strategy was simple.

Create demand. Capture demand. Drive participation.

Paid Social introduced the Tesco and Street Feast partnership while inspiring audiences with practical food ideas, simple recipes and hosting inspiration. Rather than focusing purely on event messaging, the campaign showed people how easy it was to get involved and positioned Tesco as the brand bringing communities together through food.

Search captured demand from people actively researching Street Feast, local events, recipes and hosting ideas, ensuring Tesco remained visible whenever intent was highest.

Working closely with the Street Feast organisers, we activated first party audience data to reconnect with registered participants while building lookalike audiences to reach new users with similar interests and behaviours.

Throughout the campaign, performance data informed every optimisation. Early results showed that food led creative consistently outperformed talent led content, with audiences responding more strongly to practical recipes, hosting tips and meal inspiration than promotional messaging. Investment quickly shifted towards the highest performing creative, improving engagement and campaign efficiency as the campaign progressed.

Services Delivered

Paid Social strategy and campaign management  
Search strategy and demand capture
First party audience activation 
Lookalike audience development
Creative optimisation
Campaign measurement and ongoing optimisation

Results & Business Impact

The campaign successfully combined awareness and performance, exceeding registration targets while creating a clear blueprint for future Street Feast campaigns.

47%

Registrations finished 17% above the target of 1,200, representing a 47% increase year on year.

20,000

Paid Social generated more than 20,000 landing page views, driving awareness and consideration.

700

Search delivered more than 700 registrations, converting intent into participation.

As the campaign progressed, performance data gave us a clear view of what was driving results. Food led creative consistently outperformed talent led messaging, while Search identified the highest intent audiences and captured demand as interest in Street Feast grew. 

The campaign demonstrated how combining customer insight, Search, Social and first party data can turn awareness into measurable action while providing valuable learnings to shape future campaigns. 

What Our Clients Say

“Tesco’s sponsorship of Street Feast 2026 was a resounding success, supported by Core Optimisation’s concise communications and media approach. Their use of digital allowed us to hone in on our core audience and adapt messaging as the campaign progressed, ensuring it remained relevant and helping us maximise the impact of the campaign.“ 

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