You can take the Brit out of Britain but you can’t take Britain out of the Brit; even on holiday, many British consumers are  guilty of relaxing into some home comforts. Tesco Mobile’s summer campaign gently pokes fun at Brits abroad helping customers spend less with no EU roaming fees and making it possible for a holiday to feel more like home. 

The integrated campaign has been produced by BBH  and will run across OOH, radio, press and social from 4th July to 5th September during the summer holiday season. The creative features fun phrases such as ‘what’s French for builders tea?’ and ‘Spag bol in Italian’ to make light of some of the common British desires and needs that people hold on to even when abroad.

As the cost of living crisis continues to hit consumers hard, Tesco Mobile’s latest campaign continues the brand's commitment to saving people money wherever possible during the difficult period. Through the use of tongue-in-cheek copy the brand shows its understanding of the British consumer and positions itself as the ‘super-helpful network’, helping customers to enjoy their holidays, allowing them to simply browse online or find their comfort food abroad at no extra charge.

“We know household budgets are under increasing pressure, so for families lucky enough to travel abroad this summer, we want to give them the confidence that they won’t be struck with an unexpected roaming bill this year. At Tesco Mobile, everything we do is rooted in our commitment to being truly helpful to our customers - with a side of cheerful cheekiness that hopefully, raises a smile,”  explained Rachel Swift, Tesco Mobile Chief Customer Officer.

Tesco Mobile is one of the only networks to offer roaming in the EU and beyond, in 48 Home From Home destinations as the cheeky campaign is underpinned by an understanding of the tough times consumers are facing.