Tesco encourages shoppers to get back to the pubs

Tesco's ad embodies the compassionate collaboration we’ve seen take place between businesses over the last year, as competitors have realised that as one rises, so too does the whole.

Izzy Ashton

Deputy Editor, BITE Creativebrief

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Tesco

Tesco, one of the UK’s biggest advertisers, has used its advertising might to urge the nation to visit their local pubs as they finally begin to reopen.

Agency:: BBH London, London

Disciplines

Advertising/Creative Brand strategy Integrated marketing

Sector

Retail

Bite Insight

The pandemic has brought with it so many business challenges and marketing messages that prior to the crisis would be almost unthinkable. Yet as community and supporting local businesses continue to be core consumer trends Tesco’s latest campaign, to support pubs, is pitch perfect.

As the UK stretches its way out of a long winter lockdown, pubs, restaurants, bars and hairdressers are slowly acclimatising to the sudden footfall through their doors.

After months of closure, the easing of restrictions is a welcome relief to many businesses who have made it through. Tesco wants to lend a hand to these businesses through a new campaign from BBH London.

The ad encourages shoppers to step away from the Tesco drinks aisles and instead make their way into the pubs we’ve so missed. The campaign features full-page ads in national newspapers and extensive social media and digital billboard advertising.

Under the headline, ‘Pop to your local if you can’, the print ads continue: ‘Pubs have had it tough this year. That’s why, for once, instead of telling you about our fantastic deals, we’re using this space to ask you to support them instead (as long as you feel safe to do so). Because right now, every little helps.’

The ad embodies the compassionate collaboration we’ve seen take place between businesses over the last year, as competitors have realised that as one rises, so too does the whole.