By John Glenday, Reporter

May 12, 2023 | 2 min read

Tesco is offering customers a taste of Eurovision with a cheese-filled homage to the popular singing competition.

#Cheese4Cheese, a Eurovision-inspired TikTok campaign created by BBH, to celebrate the nation’s dual love of talent show contests and delicious cheese.

Participants are invited to sing along to the Bucks Fizz classic Making Your Mind Up, UK winner of the 1981 event, in a duet with The Fizz – the spin-off group starring Cheryl Baker, Mike Nolan and Jay Aston.

In a dairy divergence from the original lyrics, participants are invited to swap out words to reference their favorite cheese for the chance to win a prize.

Alessandra Bellini, chief customer officer at Tesco, said: “We wish customers can join in all the excitement around Eurovision with a simple idea; exchange cheese in your weekly shop for cheesy music. It’s all about content that’s helpful, rewarding, fun and engaging – qualities true to our brand and totally native to TikTok.”

Culminating with Eurovision on May 13, the competition will be judged by Dr Eurovision – aka Dr Paul Jordon, Eurovision expert and Eurovision Song Contest media commentator. Social influencers including Jedward and the UK's 2019 Eurovision entrant Michael Rice will help to spread the fun alongside TV personality Samira Mighty.

Felipe Guimaraes, deputy executive creative director & partner at BBH, added: “This is the cheesiest piece of work I have made and probably ever will, you can Comté on that.”

Eurovision has established itself as an ironic staple of European cultural life, drawing the attention of brands such as Baileys, which has just signed a three-year sponsorship deal.

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