Tesco has brought back its ‘However you do Christmas, everyone’s welcome’ campaign, though it has evolved the creative execution from its first run last year, saying the concept has helped it to re-establish “trust” and “brand love”.
Last year’s festive push saw Tesco look at moments behind the preparation of the festive turkey celebrated the many ways in which people come together to celebrate Christmas.
The 2017 campaign, also created by BBH London, was under the spotlight for featuring a group of hijabi Muslim women greeting each other and exchanging festive gifts. It slammed critics by saying the point of the ad was to “celebrate the many ways our customers come together” and tell people that “however they choose to do Christmas […] Everyone’s Welcome at Tesco.”
And this is the same message it will promote in 2018, with BBH’s managing director Karen Martin saying “celebrating diversity” is at the heart of the idea.
“We're using the same idea [as 2017],” added Alessandra Bellini, Tesco chief customer officer. “We looked at whether to continue or find a different creative, but we felt really strongly that it worked really well for us last year.”
Building on last year’s adverts, the new campaign shows a number of families and friends uniting and embarking on the most established of seasonal get-togethers – and debating our traditional differences. Each point of view is delivered from a different person in a different household, making up one continuous debate.
The ad plays out to a composed version of Fleetwood Mac’s hit, ‘Go Your Own Way’.
It will run throughout November and December before a new range of ads runs between the Christmas and New Year period.
The campaign is supported by print and OOH, shot by photographer Myles New, as well as social, digital, radio and in-store assets with media planning and buying handled by MediaCom UK.
Bellini said it’s being more tactical with media placements this year on the back of research it conducted into people’s Christmas traditions. For example, it found that 66% of people go for sprouts, while 38% have Yorkshire pudding with their dinner or 8% can’t eat without ketchup.
Through its OOH placements, it will use different variations of the ads to target people in regions where these trends are more prevalent.