Tesco goes large to push untapped potential of Clubcard

Tesco is urging customers to see their weekly shop as the gateway to getting away; whether on holiday, out for dinner or for a family day out in a new blitz to highlight the untapped potential of its Clubcard loyalty scheme.

Timed to coincide with the school summer holidays, “Know what you’re sitting on” has been devised by BBH London and shines a light on one of Clubcard’s best kept secrets: the rewards customers could already be enjoying.

It follows an analysis which revealed that half a million Tesco Clubcard members are sitting on at least £100 to use with Reward Partners, with the activity depicting the scale of these discounts in a very literal way.

Running on TV, VOD, OOH radio/audio and digital display, the campaign builds on the ‘Need anything from Tesco?’ brand platform.

It features three films which focus on a different kind of Clubcard Reward. From a mountain of inflatables and sun umbrellas representing travel and holidays, to dining tables and chairs for restaurants and nights out, and a rollercoaster, for those family moments.

Instead of creating these mountains of objects in post-production, the team, working with directors Glue Society, via Biscuit Filmworks, opted to build the sets from scratch, to demonstrate, in very real terms, the breadth of value Clubcard members could unlock.

Each film points audiences to the Tesco app, with some of its well-known Reward Partners, including Hotels.com, PizzaExpress and Alton Towers Resort, shown on screen.

Tesco UK marketing director Murray Bisschop said: “We know how easy it is for customers to focus on the great value that Clubcard Prices deliver and not notice their points and vouchers mounting up. We wanted to remind Clubcard members that the vouchers they are sitting on could be turned into big savings on holidays, meals out or days out. BBH have come up with a fun and engaging campaign that really brings that message to life for Tesco shoppers.”

BBH London creative director Gary McCreadie added: “It’s so easy to tap your Clubcard and not think about what you might be missing. This campaign captures the scale of Tesco discounts in a very real, dramatic, and hopefully unforgettable, way.”

Tesco goes large to push untapped potential of Clubcard

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