Tesco Celebrating 100 years with Household Characters » World Branding Forum




Tesco’s centenary marketing campaign will include iconic animated clay character, Morph and Chas.

The campaign is focusing on a range of deals for their own-brand items online and in stores. Not forgetting, Clubcard members can look forward to additional deals as well. The ads featuring tag-lines with ‘Prices that take you back’, with characters throughout the last four decades will also include Wolf from Gladiators and Mr Blobby.

Mr Blobby was seen earlier this year in January for the first phase of the campaign and more to come since its’s successful return. Tesco’s Chief Customer Officer, Alessandra Bellini has said, ​“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.

The campaign which is currently helmed by its agency BBH plans to celebrate the centenary in a “number of ideas”. CEO, Dave Lewis wants to celebrate the 100 years with these favourite characters “to evoke nostalgia for our customers while also having a great price tag to match.”

The latest 30-second ad will launch 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.





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