Summary
Tesco began planning their 2020 Christmas campaign off the back of three consecutive Christmases of growth. It seemed they had found a winning formula: campaigns built on knowing, better than anyone else, how the nation celebrates Christmas.
Then COVID happened.
Suddenly, nobody had a clue what Christmas would look like. Not even Tesco.
So instead, the brand focused on what wouldn't change: human nature. They identified that the need for light relief had been heightened, not replaced, by COVID.
This led to the big idea: this year, there is no naughty list. Even if we have been a little...