Tesco Christmas campaign places turkey traditions and charity at its heart

Tesco has released its Christmas campaign with a family-orientated film that promotes the retailer's range of turkeys and a charitable pledge.

Tesco Christmas campaign places turkey traditions and charity at its heart

The first of five films aired on ITV yesterday evening (5 November) and has been posted to YouTube and Tesco's social media accounts today.

It focuses on the retailer's #EveryonesWelcome campaign slogan, and follows several families as they navigate the tricky business of cooking the Christmas turkey. The remaining four films will launch throughout November and December.

Tesco chief customer officer Alessandra Bellini said: "This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all. We want our customers to know that however they choose to do Christmas, and no matter what they need, we can help."

Charity tie-up

This year, Tesco has partnered with food charities FareShare and The Trussell Trust and has pledged to donate £1 from every fresh turkey sold online and in store between the two organisations. 

The Trussell Trust's operations manager Samantha Stapley said: "We're seeing soaring demand at foodbanks across the UK and right now thousands of people will be worrying about whether they can afford any food for the family this Christmas.

"This generous donation from Tesco will help us to support our foodbank network and tackle hunger in communities across the country, so we can hope in the future to see fewer people needing foodbanks - not only at Christmas, but all year round."

The campaign, created by ad agency BBH, is a move away from previous efforts, which least year cast Gavin and Stacey actor Ruth Jones as a mother and Ben Miller, of the Armstrong & Miller Show, as a father, and showed them navigating a series of key Christmas moments.

What does the panel think?

Ranj George, UK head of consumer at Lewis, said of Tesco's launch: "This year's Christmas ad doesn’t just pull on the festive seasonal heart strings, but focuses on the stresses and strains as well, ultimately finishing on a high note that everyone has a place at Christmas. The ad sits successfully in the middle ground: not too product and brand focused, and not too emotional either."

Stay tuned for more from the panel on other big festive launches including M&S's Paddington campaign.

Read next: Lidl's 'tribal' Christmas campaign celebrates festive family characters

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