The core Tesco ad focuses on a bewildered delivery driver as he finds himself travelling through time delivering Christmas food goodies to different people throughout the last 100 years.
Tesco's Christmas Campaign with Channel 4, ITV & Sky
The Big Idea
Our campaign with ITV and Sky will take the driver in to a slightly different territory as we see him delivering Christmas to TV favourites: Fred from First Dates, I’m A Celeb…, and Kammy from Sky Sports - all in one spot. The ad will be preceded by a 10" co-branded intro.
“Christmas is our most important time of year. To innovate at this time takes bravery and enormous co-ordination of effort. The collaboration of this huge team is unique in my experience and led to excellent business results.” - Nick Ashley, Head of Media & Planning at Tesco
Making it Happen
Though a challenging experience with many learnings, this campaign is a landmark moment for how we collaborate and promote ‘The Power Of TV’.
The Results
The campaign captured attention (+12% Buzz - YouGov) and built on the main campaign with those agreeing with the statement ‘It’s entertaining advertising’ +14% (62% vs 48%) (Hall & Partners).
Contextual spots saw 72% of show viewers recognising the content (Ix 147 vs benchmark) and it improved recognition of the main TV campaign by +18% (Hall & Partners).
