Tesco has today 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 will still be high on the nation’s agenda.
According to the retailer’s research, 87% of people claim that Christmas brings them joy, and over a third (36%) say this coming one is more important to them than ever before, with a quarter (26%) looking forward to Christmas more than usual this year.
After years of impacted festivities and with many people 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%) plan to serve; mince pies, which are the first official taste of Christmas for two in five people; pigs in blankets, named by 48% 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 concept was developed by Creative Director Christine Turner and Creative team, Marc Rayson & Callum Prior of BBH, and directed by Fredriek Bond from MJZ production. The TV ad comes in a 60-second version and is set to the soundtrack of The Final Countdown by Europe. The campaign comprises of TV, press, OOH, radio, social, in-store and PR, and launches on Sunday 6th November. The full 60-second ad airs on TV for the first time on 6th November during 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. Through our campaign, we take a look at those moments during the festive period that unite us all – including the delight of eating delicious desserts, sitting around a table together with loved ones, movie nights in our PJs and even the inevitable confusion around bin day – to put a smile on people’s faces as we prepare for a season of meaningful celebrations.
“We want to help everyone enjoy the best bits of Christmas, no matter their budget, and so we’ve also included just some of our many little helps that will make your money go further. From us all at Tesco, we wish you a very merry Christmas.”
Christine Turner and Kevin Masters, Creative Directors at BBH, said:
“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.”
Client: Tesco
Chief Customer Officer: Alessandra Bellini
Chief Brand Proposition and Marketing Comms Director: Emma Botton
Group Marketing Communications Director: Murray Bisschop
Head of Seasonal Campaigns: Alicia Southgate
Campaign Manager: Simon Boiko
Campaign Assistant: Toni Hamilton
Creative Agency: Bartle Bogle Hegarty London
Lead Creative Team: Marc Rayson and Callum Prior
BBH Dublin creatives: Sam Caren and Aubrey O’Connell
Creative Director: Christine Turner and Kevin Masters
Studio leads: Andy Cooke, Anthony Jones and Rob Wilson
Creative producer: Julian Cave
Global Chief Creative Officer: Alex Grieve
Strategy Lead: John Harrison
Strategy Director: Hannah Slapper
Strategist: Sam Guinivan
Producer: Sarah Cowen, Kreepa Naisbitt
Assistant Producer: Tina Mwzange
Managing Partner: Andrew Kay
Business Lead: Tori Meadows
BBH Dublin Business Lead: Amy Crowe
Account Director: Sammy Mendel, Georgia Rayner, Amy Harrington
Account Manager: Olivia Harte
Account Executive: Ashleigh Jacobs
Music Supervisor: Hywel Evans and Daniel O’Laifa
Production Company: MJZ
Director: Fredrik Bond
Executive Producer: Lindsay Turnham
Alicia Richards: Line Producer
Daisy Mostyn: Production Manager
Production Designer: Dan Betteridge
DOP: Alex Barber
Music supervisor: Hywel Evans
Media agency: Mediacom
Edit House: Marshall Street Editors
Editor: Patric Ryan
Assistant Editor: Joshua Sampson
Post House: Selected Works
Shoot Supervisor: Jonathan ‘Wes’ Westley
Colourist: Hannibal Lang
2D lead: Dave Wishart, Theajo Dharan
2D artists: Dan Adams, Mahesh Chandrasekaran, Stephanie Skarbek, Georgie Ford
DMP: Amber Frisenda
Senior Producer: Nicola Simmons
Sound House: No 8
Sound Engineers: George Castle & Sam Robson
Licensing: Born Licensing
Director: David Born
Senior Licensing Executive: Amber Cheung
Source: BBH
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