Tesco goes 'bonkers' with Clubcard anniversary blitz

Tesco is leaning into three decades of nostalgia to celebrate 30 years of its Clubcard loyalty scheme in a new ad campaign that follows two sets of neighbours – one couple who signed up for Tesco Clubcard in 1995, and the other who did not.

Devised by BBH London, with media buying and planning handled by EssenceMediacom, the campaign is led by a film that looks back at the last 30 years of Tesco, Clubcard, and UK popular culture.

Over the years we see the two couples move through their lives, and see one set of neighbours reap the rewards of Clubcard while the other misses out.

As the neighbours claim bigger and better rewards over the years, the other neighbours find themselves increasingly wondering if they should get a Clubcard too.

The film covers three decades of trips, travel, theme parks and meals out – each scene featuring British nostalgia and soundtracked by Darude’s 1990s banger Sandstorm – before the leading character finally gives in to FOMO and signs up for a Tesco Clubcard in 2025.

While the launch film looks back at everything Clubcard has offered over the years, the wider campaign – spanning film, audio, OOH, print, social and digital – will highlight a range of special rewards and offers available exclusively to Clubcard holders across 2025 to celebrate 30 years.

Alongside the ad campaign, Tesco Clubcard will be the headline sponsor of Britain’s Got Talent, with a series of idents debuting during the show’s opening episode on Saturday February 22.

Tesco chief commercial officer Ashwin Prasad said: “Clubcard has always been about giving our customers more, and giving Clubcard members even more is how we plan to celebrate 30 years of Clubcard. We’re celebrating three decades of rewards with a year packed with amazing deals, discounts and offers that are all about giving our customers even more.”

BBH executive creative director Felipe Serradourada Guimaraes added: “Wonderfully bonkers, like every big birthday celebration should be.”

The campaign will run for an initial three-week burst with further bursts planned throughout the year.