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Tesco Christmas campaign stands for joy in adversity

Tesco Christmas 22 campaign

Tesco has unveiled its Christmas campaign for 2022, created by BBH and featuring a broadcast from the aptly named ‘The Christmas Party,’ to reflect the mood of the nation and show that, despite the tough current climate, festive merriment is still high on the nation’s agenda.

According to the retailer’s own research, 87 per cent of people claim that Christmas brings them joy, and over a third (36 per cent) say this coming one is more important to them than ever before, with a quarter (26 per cent) looking forward to Christmas more than usual this year.

After two years of impacted festivities thanks to the pandemic, and with many currently facing a squeeze on finances, the ad opens on the snowy landscapes of Britain, with the opening line ‘Britain, there’s a joy shortage’, in a nod to the turbulence of the past year. The narrator then informs us that Tesco has formed ‘The Christmas Party’, to help the nation to stand up for joy this Christmas.

We then see The Christmas Party taking to the streets to remind us of all the elements of Christmas that bring joy – whether that be the party food almost two thirds of us (64 per cent) plan to serve; mince pies, which are the first official taste of Christmas for two in five people; pigs in blankets, named by 48 per cent of us as our favourite festive trimming; or family get togethers – the campaign makes it clear that merriment is still high on the agenda this season.

The 60-second TV ad comes is set to the soundtrack of Europe’s The Final Countdown and the campaign also takes in press, OOH, radio, social, in-store and PR. The TV ad made its debut during last night’s edition of ITV’s I’m a Celebrity… Get Me Out of Here!

Alessandra Bellini, chief customer officer at Tesco, said: “It’s very important that our seasonal campaigns reflect how our customers genuinely feel and what we know they are looking for. We understand that it is a tough time at the moment with everyone’s finances under pressure, but we also know that people are looking forward to Christmas – in fact, our research shows that there is even more excitement around it than usual. This is why we decided to officially stand up for joy this Christmas – to put a smile on people’s faces as we prepare for a season of meaningful celebrations.

Christine Turner, Creative Director at BBH, added: “After the last few years we’ve had, Christmas joy is needed now more than ever. So, for the campaign, we decided to form The Christmas Party from Tesco to help stand up for joy this Christmas. More party hats on dogs? Absolutely. Dinner for five for less than 25 quid? Consider it done.”

Tesco’s Christmas 2022 TV spot

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