Working with Tin Man, Press Association Assignments was commissioned to photograph Tesco’s new pre-carved pumpkin initiative at Tesco Extra in Borehamwood. The campaign offered customers free ready-carved pumpkins in selected stores, following research showing that many people would welcome help with pumpkin design and feel pressure to create something good enough to display at home. The shoot took place on a Friday, with imagery required for issue on Monday ahead of a 00:01 Tuesday embargo, creating a tight turnaround for photography, approvals and distribution. Our objective was to create warm, editorial-ready imagery that showcased the initiative while giving the story a strong human element.

With a short window between the Friday shoot and Monday issue, the project required an efficient production and approvals process to ensure the imagery was ready ahead of the embargo. Photographer Simon Jacobs captured a mix of product and lifestyle shots, including the pre-carved pumpkins themselves, a Tesco colleague in store and a mother and son choosing their pumpkins. Rather than relying solely on branded product photography, we focused on natural interactions that helped make the story feel more relatable. The child’s genuine reactions added warmth and character, creating imagery that felt authentic while still clearly communicating the campaign and giving editors a broader range of pictures to work with.

The photography secured print coverage across The Daily Telegraph, Lancashire Evening Post, The Gazette, The News Portsmouth and The Star, helping the Halloween initiative reach audiences through a mix of national and regional media.