Tesco swaps humour for emotion with ‘personalised’ festive campaign
Drawing on Clubcard data, the retailer is using lessons from last year’s festive push to “feed the Christmas spirits” of its customers.
Tesco is ramping up its focus on personalisation this festive season, swapping humour for an emotive, gingerbread-themed campaign designed to tug on the heartstrings.
Airing tonight (12 December), the ad depicts the emotional journey a grandson, Gary, has after the passing of his grandma, as he learns to cope with a different type of Christmas this year. After his grandad gives him a pack of Tesco Gingerbread Men at the start of the ad, Gary’s Christmas spirit explodes into the world around him, creating a gingerbread world – including a gingerbread Tesco till.
Having always made gingerbread with his grandma, the ad ends with Gary creating a new tradition of making a gingerbread house with his grandad. The screen ends with the words ‘Helping feed your Christmas spirit’, which is also the name of the overall campaign.
According to head of marketing Alicia Southgate, the advert plays into the notion of Tesco showing up for its customers all year round – not just at Christmas.
