Tesco Reveals Clubcard's Secrets

Timed to coincide with the school summer holidays, Tesco’s latest campaign from BBH London encourages customers to see their weekly shop as the gateway to getting away; whether on holiday, out for dinner or for a family day out.

‘Know what you’re sitting on’ shines a light on one of Clubcard's best kept secrets: the rewards customers could already be enjoying.

Tesco found that half a million of its Clubcard members are sitting on at least £100 to use with its Reward Partners. So, they decided to depict the scale of these discounts in a very literal way in a new campaign, running on TV and OOH as part of the ‘Need anything from Tesco?’ brand platform.

The three films each 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.

Murray Bisschop, UK Marketing Director at Tesco, 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.”

Gary McCreadie, Creative Director at BBH London, said: “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.”

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.

The campaign is running on TV, VOD, DOOH, radio/audio and digital display in the UK.

Credits:

Campaign title: Know What You’re Sitting On

Client credits: Tesco

UK Customer Director: Suzanne Quinn

UK Marketing Director: Murray Bisschop

Head of Marketing, Price, Quality & Loyalty: Michael Cocker

Marketing Manager: Amy Mclean

Marketing Assistant: Alan Turk

Advertising agency: BBH London

CCO: Felipe Serradourada Guimarães

Creative Director: Gary McCreadie

Associate Creative Directors: Marc Rayson, Callum Prior

Design: Kateryna Kotikhina, Oded Shein

Artworking: Tony Carrington, Bethany Harrington

Planner/s: Phoebe Fielding, Molly Chen

Business Lead: Tori Meadows

Senior Account Directors: Harry Flynn, Celia Taylor

Account Manager: Nate Bevins

Account Executive: Rosie McCallum

Agency Film Producer: Sammi Roberts, Rebecca Ellis

Agency Print Producer: Natalie Barnes, Rachel Clarke

Media agency: EssenceMediacom, a WPP Brand

Production company: Biscuit Filmworks X Revolver

Director: Glue Society

DOP: Rob Farley

Executive Producer: Daisy Mellors

Producer: Kirsty Lane

Production Manager: Christine Lewis

Production Designer: Ollie Hogan

Edit Company: Ten Three

Editor/s: David Whittaker

Sound studio: 750

Sound engineer: Sam Ashwell, Matthew Ennis

Post-production company: Selected Works

Executive Post-Production Producer: Alex Fitzgerald

Post-Production producer: Solomon Tiigah

Colourist: Nielsan Bohl

VFX Lead & Creative Director: Greg Spencer

VFX Compositing: Wes, Theajo Dharan, Georgina Ford, Hani AlYousif, Olivia Wang

Post-Production Assistant: Hugo Kilner

Music company: Black Sheep Music

Music supervisor(s): Daniel Olaifa and Hywel Evans

STILLS & MOTION PRODUCTION

Agency Print Producer: Natalie Barnes

Agency Production Lead: Rachel Clarke

Agency Production Resource Director: Sarah Cooper

Agency Creative Resource Manager: Aymara Bianco

Head of Design: Steph McArdle

Designer: Kateryna Kotikhina

Production Company: BBH Studios

Studio Manager: Toni Polain

Artworker: Nigel Pullum

Retouching Studio Manager: Connor Farrow Guy

Retouching: Simon Goold

Agency Digital Producer: Darryl Lally

STILLS PRODUCTION COMPANY

Photographer Agent / Production company: Making Pictures

Producer: Coco Wolfe

Photographer: Dan Burn-Forti