BBH strategy taps into people’s commitment to celebrate the festive season despite the current climate – inspired by Tesco data showing 87% of us believe Christmas brings joy, with a third feeling it is more important this year than ever.
Tesco’s Christmas campaign for 2022, created by BBH and featuring a broadcast from the aptly named ‘The Christmas Party’ – reflects the mood of the nation and shows that despite the tough current climate, festive merriment will still be high on the nation’s agenda.
According to the retailer’s research, 87% of people claim that Christmas brings them joy, and over a third (36%) say this coming one is more important to them than ever before, with a quarter (26%) looking forward to Christmas more than usual this year.
After years of impacted festivities and with many people currently facing a squeeze on finances, the ad opens on the snowy landscapes of Britain, with the opening line ‘Britain, there’s a joy shortage’, in a nod to the turbulence of the past year. The narrator then informs us that Tesco has formed ‘The Christmas Party’, to help the nation to stand up for joy this Christmas.
We then see The Christmas Party taking to the streets to remind us of all the elements of Christmas that bring joy – whether that be the party food almost two thirds of us (64%) plan to serve; mince pies, which are the first official taste of Christmas for two in five people; pigs in blankets, named by 48% of us as our favourite festive trimming; or family get togethers – the campaign makes it clear that merriment is still high on the agenda this season.
The concept was developed by Creative Director Christine Turner and Creative team, Marc Rayson & Callum Prior of BBH, and directed by Fredriek Bond from MJZ production. The TV ad comes in a 60 second version and is set to the soundtrack of The Final Countdown by Europe. The campaign comprises of TV, press, OOH, radio, social, in-store and PR, and launched on Sunday 6th November. The full 60 second ad aired on TV for the first time on 6th November during ITV’s I’m a Celebrity… Get Me Out of Here!
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