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Tesco Mobile calls out competitor price hikes in food pun ad campaign


By Hannah Bowler | Journalist

February 18, 2022 | 3 min read

Tesco Mobile is challenging its competitors over mid-contract price hikes. In a campaign by BBH that uses food puns such as ‘That’s utter horseradish’ and ‘What a load of shiitake’, it calls out the big four mobile networks for increasing prices, while promoting its commitment to price-fixing.

Running across social, digital, press, radio and out-of-home, the ads will run from today (February 18) till the end of March and are part of its ‘Supermarket Mobile’ brand position, with the strapline ‘This is Supermarket Mobile’ featured within the ads.

Tesco Mobile

According to Tesco research, customers could lose £107 on average over their contract, with the likes of BT raising prices by 9.3% and O2 inflating 11.7%.

Tesco Mobile uses food puns in price fixing campaign

Tesco Mobile uses food puns in price fixing campaign

Rachel Swift, the Tesco Mobile chief marketing officer, said: “This year, mid-contract prices increases are at their highest ever and, when customers are facing a cost of living crisis, they couldn’t have come at a more challenging time.”

BBH creative director Uche Ezugwu added: “As soon as I heard about this proposition, I knew this was too good an opportunity to pass up. It’s not often you get to vent your anger on a poster and talk about mushrooms at the same time.”

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