Tesco unveils first TV ad for grocery shopping app

Watch Tesco’s new app ad here.


Tesco has moved to strengthen its mobile marketing arm by launching the first TV ad for a mobile app by a supermarket.

The ad will promote the Tesco Grocery barcode scanner iPhone app, which enables customers to buy products while on the go.

The app launched at the end of 2010 but the supermarket has opted to promote the app in January because of increased iPhone sales over Christmas. A spokeswoman adds that customers are looking for ways to make their lives more convenient in the busy first months of the year.


Mandy Minichiello, senior marketing manager for Tesco.com Groceries, says: “We’re the first grocery retailer to put significant budget behind app advertising and we think it [the advertisement] shows our customers just how easy and fun shopping can be with our Tesco.com grocery site.”

The ad, created by The Red Brick Road and Tesco.com Grocery’s marketing team, launches today (6 January). It features the ’Tesco couple’ Mark Addy and Fay Ripley using the barcode app to scan products they have run out of or would like to purchase. Tesco is the only UK supermarket with a full mobile strategy and has received over 1.5 million downloads across its app range, according to a Tesco spokeswoman.

Asda is the only one of the major four supermarkets without a mobile presence – Morrisons became the latest to unveil a mobile strategy in December last year.

Retail research specialist IGD and Deloitte predicted in December that online grocery sales will double to almost £10bn in the next five years, fuelled by developments in mobile technology.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here