Tesco brings back Morph and Mr Motivator for latest leg of centenary campaign

A new bunch of iconic characters from the past are returning to TV screens to help Britain’s largest supermarket promote “100 years of great value”.

Animated clay character Morph is making a return to TV screens to help Tesco celebrate its 100th anniversary.

The 42-year-old miniature shape-shifter will be joined by his best friend Chas, 90s fitness guru Mr Motivator and a jumpsuit-clad Anneka Rice.

Mr Blobby kickstarted the celebrations in January, with the new ad unveiling the second wave of price cuts on a range of branded and own-brand items online and in stores.

Clubcard customers will also be given additional deals, while products from Tesco’s discount chain Jack’s are also appearing in 851 stores for the first time.

​“Our deals event to celebrate our 100th anniversary was extremely popular in January, so we wanted to help our customers by bringing it back and making it bigger and better to mark the start of the summer season,” says chief customer officer Alessandra Bellini.

The latest instalment, created by long-standing agency BBH and shot by MPC Creative, launches with a 30-second advert on TV and video-on-demand. The campaign will also run across print, radio, social, digital and will appear on billboards, bus stops and in newspapers across the UK.

Tesco performed better than expected in its latest full-year results, with profit up 34% to £2.21bn and group sales up 11.5% to £56.9bn.

Speaking at the time, boss Dave Lewis said the company is on track to meet the “vast majority” of the turnaround goals set when he joined four years ago.

“After four years we have met, or are about to meet, the vast majority of our turnaround goals. I’m very confident that we will complete the journey in 2019/2020,” Lewis said. “I’m delighted with the broad-based improvement across the business.”

But he added the “job is not done” and Tesco will continue to look at “untapped value opportunities” throughout the year around improving its offer for customers, reducing costs and focusing on cash.