The films were created by BBH and were aired for the first time on ITV directly after Emmerdale, followed by appearances on Channel 4, Channel 5 and Sky.
They centre on Tesco’s finest* Christmas range and its festive ‘free from’ goods, with Jones cast as the mother while Ben Miller, of the Armstrong & Miller Show, plays the father. Later films in the campaign will feature Tesco’s party food range and the supermarket’s staff helping customers with their Christmas shopping.
Tesco’s longstanding tag line ‘Every little helps’ will continue to be a feature in the new Christmas campaign.
However, at the heart of the campaign, ‘little helps’ will be a prominent message in order to showcase how in-store staff help customers. Some stores will employ a 'Christmas lights untangler' as part of this strand of the campaign.
Other PR elements to the campaign will involve highlighting how some of the Tesco food range has recently won quality awards and the overall campaign will use paid, earned and owned media to get its message across.
In addition to paid-for advertising on TV and radio, Tesco will use in-store material, its magazine and delivery vans to promote its Christmas message.
It will also broadcast the campaign via its Twitter channel, which has in excess of 360,000 followers and its Facebook page, ‘liked’ by 1.8m people.
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