Tesco Mobile: Supermarket Mobile

The Challenge

To help Tesco Mobile achieve ambitious growth targets, the brand needed to realise its potential as a credible tech brand with a big personality. We needed to celebrate the brands down-to-earth ‘supermarkety-ness’ to take on the slickly disingenuous world of mobile.

The Solution

We launched Tesco Mobile’s integrated brand platform – ‘This is Supermarket Mobile’ – and executed it through the line with campaigns across TV, OOH, print, radio, and social.

The work featured supermarket iconography, tone and food puns galore, combined with high-end production values to shift our quality perceptions. Not to mention bringing a hero trolley to life.


So far, we’ve broken all of Tesco Mobile’s records for ad tracking and ad recall, and been ranked in the top 6.1% of ads for short-term growth and top 10% for long-term market share growth by System 1 (in the mobile industry).





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We believe in the power of difference to make a difference. Which is why we will always strive to make work that zags when the world zigs. Advertising is just one part of the total brand experience. Our zags help clients creatively out-manoeuvre their competitors, making their marketing work harder. It’s why we are IPA Effectiveness Agency of the Year – four years in a row.

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