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What’s Italiano for Ketchup? Tesco pokes fun at Brits abroad with cheeky billboards


By Amy Houston, Senior Reporter

July 4, 2022 | 3 min read

British holidaymakers famously like their home comforts, especially when it comes to food. Retailer Tesco and agency partner BBH have tapped into this questionable reputation to drop a witty integrated campaign with some all-too-relatable phrases.

Tesco Mobile 1

Tesco Mobile's witty poster campaign / BBH

The ‘Home From Home’ series cheekily positions Tesco Mobile as one of the only networks to offer no roaming fees in the EU and beyond. Running between July and September, the creative is bound to raise a smile with copy like ‘What’s French for builder’s tea?’ and ‘Spag bol in Italian?’

The project will be further amplified across out-of-home (OOH), press, radio and social media activations.

“We know household budgets are under increasing pressure, so for families lucky enough to travel abroad this summer, we want to give them the confidence that they won’t be struck with an unexpected roaming bill this year,” said Rachel Swift, chief customer officer at Tesco Mobile.

“At Tesco Mobile, everything we do is rooted in our commitment to being truly helpful to our customers - with a side of cheerful cheekiness that hopefully, raises a smile.”

Tesco Mobile 2

“We feel incredibly sorry for European waiters and waitresses, with all the culinary requests they encounter from us Brits, demanding home comforts abroad,” added Uche Ezugwu, creative director at BBH.

“That’s why we wanted to create a fun and helpful creative, that would remind Tesco Mobile customers that they can roam in the EU this summer at no extra cost and also learn some local lingo at the same time.”

All media planning and buying was handled by MediaCom UK for the campaign.

Tesco Mobile 3

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