Tesco: Unstoppable Christmas
The Challenge
2021 wasn’t just impacted by new lockdowns and continued uncertainty around the Covid situation: people’s shopping behaviours were reverting to pre-Covid habits, which had the potential to impact Tesco negatively.
And as there was no longer one shared Covid experience, it was uniquely challenging to plan a Christmas campaign that would be both relevant and resonant to the nation.
The Solution
We focused on the one thing that wouldn’t change: the nation’s defiant resolution to have a joyful Christmas, no matter what.
“This Christmas, Nothing’s Stopping Us” – a celebration of the nation’s joyful defiance and determination.
Across TV, radio, print, and social media we showed that whatever we’re faced with this Christmas, nothing will stop us from making the most of it.
Impact
- Christmas sales increased 2.7% in the UK & ROI, and gave Tesco its highest market share in four years
- Market leading improvements in brand perception of key drivers, quality and value
- Most talked-about Christmas ad with record-breaking levels of social conversation (vs. previous campaigns and competitors)
- Net Social Sentiment +23 points higher than 2020
CLIENT
Tesco
CAPABILITY
AGENCY
BBH Find out more
BBH
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.
