Tesco

Unstoppable Christmas

Capabilities:

Communications
Conversions

We always knew Tesco Christmas 2021 would be a tough act to follow.

Tesco’s 2021 Christmas campaign “won Christmas” (according to Forbes) – and delivered market-leading results.

Here's how we tapped into the UK’s indomitable spirit to surpass expectations for 2022.


7th


consecutive Christmas of UK growth


The Business Problem

2021 wasn’t just impacted by new lockdowns and continued uncertainty around the Covid situation: people’s shopping behaviours were reverting to pre-Covid habits, which had the potential to impact Tesco negatively.

And as there was no longer one shared Covid experience, it was uniquely challenging to plan a Christmas campaign that would be both relevant and resonant to the nation.

The Zag

We focused on the one thing that wouldn’t change: the nation’s defiant resolution to have a joyful Christmas, no matter what.

The Solution

“This Christmas, Nothing’s Stopping Us” – a celebration of the nation’s joyful defiance and determination.

Across TV, radio, print, and social media we showed that whatever we’re faced with this Christmas, nothing will stop us from making the most of it.

Overall Results

Christmas sales increased 2.7% in the UK & ROI, and gave Tesco its highest market share in four years

Market leading improvements in brand perception of key drivers, quality and value

Most talked-about Christmas ad with record-breaking levels of social conversation (vs. previous campaigns and competitors)

Net Social Sentiment +23 points higher than 2020