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.


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).

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