Necessity is the mother of invention. How COVID gave Tesco a creative springboard

Tesco, a supermarket brand, launched a campaign in the UK to provide emotional support to consumers through a hyper-relevant approach.

Campaign details

Brand: Tesco & MediacomAgency: BBH & Mediacom

Executive summary

Truly great campaigns don't wear out, they wear in. And what better way to test this hypothesis than a global pandemic, the likes of which the world had never seen before.

We took everything we knew worked: a simple brand promise, a distinctive personality, and a strong creative vehicle, and applied it to a world in freefall.

We stuck to our guns when it came to our core insight, but changed its application to help a nation negotiate some of the bleakest months in its history....

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