Tesco festive ad to focus on ‘real’ customers

Tesco will highlight how cash-strapped customers can still have a “special” Christmas in what it claims is its biggest ever festive brand campaign.

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“Real” customers and Tesco staff in 12 UK cities will be shown preparing for Christmas in a series of ads created by The Red Brick Road.

The focus on customers is in contrast to last year’s Christmas campaign starring celebrities Amanda Holden and Mark Addy. It also differs from the festive efforts of rivals Morrisons, which is running an ad starring Andrew Flintoff and Bruce Forsyth, while Jamie Oliver is fronting his last campaign for Sainsbury’s.

Tesco is already running a series of tactical festive ads that focus on price, products and services such as its in-store tech support team.

Carolyn Bradley, Tesco’s UK marketing director says the ad campaign “continues the accessible new style” introduced in September when the supermarket launched its Big Price Drop promotion.

She adds: “We know Christmas is a really important time of year for our customers and this ad helps show how Tesco is working with them to keep Christmas special. Customers have told us that even though this year has been hard for them financially, they still want to enjoy the festive season and we know Tesco can help them do that.”

The campaign will break during Coronation Street on Friday (18 November).

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