Tesco launched a newspaper, social media and billboard campaign yesterday urging customers to give shopping a miss and instead visit their local pub.
As beer gardens in England opened for the first time since the start of the winter lockdown, Tesco used its advertising clout to highlight the difficult times in the hospitality sector.
The ad said: “Pubs have had it tough this year. That’s why, for once, instead of telling you about our fantastic deals, we’re using this space to ask you to support them instead (as long as you feel safe to do so). Because right now, every little helps.”
The campaign is an implicit recognition that supermarkets have benefitted significantly from pubs and restaurants being closed during the Covid-19 lockdowns.
A spokesperson for Tesco said: “We’re using our ad spend to encourage the nation to give Tesco a miss in favour of a visit to the pub. We urge our customers to head to their local for a drink or a bite to eat with friends and family if they can.”
Tesco is due to release its full-year results tomorrow. These are likely to show that sales have remained strong in recent months, with profits in line with the previous year despite extra costs related to operating the business during the pandemic.
NAM Implications:
- A good move by Tesco.
- Also a pointer for others.
- (and if you happen to notice any differentials vs mults prices…
- …on your first evening out…?)
