Tesco has launched a new ad campaign designed to showcase the quality of its product offering.
The out-of-home activity features multiple billboards in high-footfall areas, each depicting five different items to represent the individual letters of the supermarket’s name.
One billboard spells Tesco with photos of a tomato, éclair, spring onions, coconut and oyster mushrooms, accompanied by the iconic blue dash chevrons and the tagline ‘Every little helps’. There are also several other variations.
Tesco stated that the campaign aims to remind shoppers that it is a reliable source of quality food.
The group’s UK Marketing Director, Murray Bisschop, said: “We know quality is so important to our customers, regardless of whether they are treating themselves to a Finest steak or preparing a quick and economical stir fry.
“We wanted a campaign that heroes the quality of our products in a clever and beautiful way and we love how the campaign has turned out. I hope people will have fun guessing the letters and might even find some inspiration for their next meal too!”
The campaign will run across the UK until 10th November.
Earlier this month, Tesco achieved its highest market share since 2017, hitting 28.0% over the 12 weeks to 29th September [Kantar].
NAM Implications:
- A credible claim for Tesco…
- …and a great test of brand recognition via billboards.
- Discounters’ agencies already busy on competitive endorsement…
- …the most sincere form of flattery?
