Tesco’s rapid delivery service, Whoosh, is aiming to tap into the opening of the Fifa World Cup with the launch of a major new campaign highlighting it as the place to go when you seriously need groceries fast.
“Serious Delivery”, created by BBH London, is designed to increase awareness of Tesco Whoosh and differentiate it from its competitors.
The campaign strategy is driven by the insight that when you need something delivered fast, the seemingly small thing, like garlic for dinner, can feel life-alteringly big, so you don’t want to mess around with its delivery.
Building on Tesco’s new “Need anything from Tesco?” brand platform, the campaign features three films and a nationwide OOH push, capturing products, and drivers, delivering all the essentials in as little as 20 minutes.
Each film centres on widely relatable moments of urgency: nappies for your baby, medicine for when you’re sick and snacks for when the football’s on.
For each occasion, the Tesco Whoosh drivers get it, treating each delivery as if it is their most important mission.
To heighten the drama, the films, directed by duo Bradley & Pablo through production company Prettybird, draw on the visual language of suspenseful thrillers and action movies.
They feature deserted multi-storey car parks, helmet visors snapping shut and moped throttles being revved, as if the drivers are tasked with a world-saving mission rather than an afternoon snack delivery.
Head of Whoosh Francesca Jones said: “Our rapid delivery service is there when you need it most, from that all-important forgotten ingredient to the essentials for an impromptu BBQ. This campaign really showcases that with deliveries to your front door in as little as 20 minutes, Whoosh has you covered.”
BBH London & Dublin chief creative officer Felipe Serradourada Guimaraes added: “I love the tone of these. Being able to find the edges of a brand is a valuable exercise. And these spots continue to grow the world of Tesco.”
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