Know What You're Sitting On

Timed to coincide with the school summer holidays, Tesco’s latest campaign from BBH London encourages customers to see their weekly shop as the gateway to getting away; whether on holiday, out for dinner or for a family day out.

‘Know what you’re sitting on’ shines a light on one of Clubcard's best kept secrets: the rewards customers could already be enjoying

Tesco found that half a million of its Clubcard members are sitting on at least £100 to use with its Reward Partners. So, they decided to depict the scale of these discounts in a very literal way in a new campaign, running on TV and OOH as part of the ‘Need anything from Tesco?’ brand platform.

The three films each focus on a different kind of Clubcard Reward. From a mountain of inflatables and sun umbrellas representing travel and holidays, to dining tables and chairs for restaurants and nights out, and a rollercoaster, for those family moments.

Instead of creating these mountains of objects in post-production, the team, working with directors Glue Society, via Biscuit Filmworks, opted to build the sets from scratch, to demonstrate, in very real terms, the breadth of value Clubcard members could unlock.

Murray Bisschop, UK Marketing Director at Tesco, said: “We know how easy it is for customers to focus on the great value that Clubcard Prices deliver and not notice their points and vouchers mounting up. We wanted to remind Clubcard members that the vouchers they are sitting on could be turned into big savings on holidays, meals out or days out. BBH have come up with a fun and engaging campaign that really brings that message to life for Tesco shoppers.”

Gary McCreadie, Creative Director at BBH London, said: “It’s so easy to tap your Clubcard and not think about what you might be missing. This campaign captures the scale of Tesco discounts in a very real, dramatic, and hopefully unforgettable, way.”

Each film points audiences to the Tesco app, with some of its well-known Reward Partners, including Hotels.com, PizzaExpress and Alton Towers Resort, shown on screen.

The campaign is running on TV, VOD, DOOH, radio/audio and digital display in the UK.