Couples were matched based on the contents of their grocery basket for a V-Day campaign

Supermarket chain Tesco decided to help people looking for love this Valentine’s Day with a campaign that matched couples based on what they bought from its store. For ‘Basket Dating,’ Tesco invited 32 single shoppers to take part in a social experiment at its Extra store in Hemel Hempstead in the UK.

The participants were each asked to fill their shopping basket with items they’d buy for a typical Friday night in. Food Behaviour Psychologist Rachel Morris then analyzed all the baskets and attempted to pair people up based on the contents. Those with complementary products were matched in the hope they would have other things in common as well. Morris commented:

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