Tesco highlights online shopping in first TV ads of 2013

Tesco will focus its first TV ads of 2013 on its online grocery business as it looks to highlight the care and attention taken with every online order.

Tesco

The ad, created by Wieden + Kennedy, continues the lighthearted approach Tesco took with its Christmas advertising by focusing on little things that matter. Activity is part of Tesco’s ongoing effort to rebuild brand love.

It shows a mother imagining a viking warrior picking out her online order.

The supermarket wants its advertising to be “humorous, down to earth and realistic”, says Neil Christie, managing director of the creative agency W+K speaking to Marketing Week.

Paul Morris Tesco customer communications director, says: “We set out to show that each shop for online customers is made with care. Tesco personal shoppers – warriors or not – seek out the freshest produce and longest code life dates just like our customers would do.’

The push comes as Tesco opens its fifth online shopping “dark store” creating 700 new jobs in West Sussex.

The “state of the art” facility will increase Tesco’s capacity to delivery online orders in the area and comes in response to the growth of online grocery. Online food sales grew 15 per cent during the final three months of 2012.

The ads will air on Wednesday (23 January).

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