Tesco ‘Takes Us Back’ with Nostalgic Campaign to Mark 100th Anniversary
Tesco is celebrating its 100th anniversary this year with a new advertising campaign, created by BBH, highlighting the supermarket’s history of offering its customers great value throughout the decades and showcasing hundreds of special great values deals. ‘Prices that take you back’ features fun and iconic cultural references from the last decades, such as a ‘70s roller girl and ‘60s Mods on mopeds shopping in a Tesco store. ‘90s legends Wolf from Gladiator and Mr Blobby also feature in the campaign.
The full campaign spans TV, out of home, print, radio, social and digital. The first TV spot in the series launches today, Friday, January 11th, during Coronation Street, and others will roll out throughout the month. The films were shot by the award-winning production company Riff Raff Films and are set to the iconic 1978 hit ‘Remember’, by Earth, Wind and Fire.
Since launching on Monday, January 7th, customers feeling the pinch post-Christmas have already been able to take advantage of a wide range of money-saving deals on hundreds of selected products from well-known brands. Savvy-shoppers have already snapped up 147,000 tins of beans in an hour, 19.8 million grams of Cathedral City Cheese, and three weeks’ worth of fish fingers in a day.
Tesco chief customer officer, Alessandra Bellini, said: “Our customers tell us that they feel the pinch after Christmas and we want to help by offering some great prices on popular products. So to celebrate our 100th anniversary, we’ve created the Centenary advertising campaign which uses iconic cultural moments from the last 100 years to evoke nostalgia for our customers while also having a great price tag to match.”
Tom Drew, creative director at BBH commented: “To celebrate 100 years of Tesco, we didn’t want to give people a history lesson. Instead, we’re giving them some money back in their pocket, and a smile on their face.”
Of his appearance in the campaign, Mr Blobby said: "Blobby blobby, bloooobby blooobby!"
