Tesco has launched a new marketing campaign aimed at encouraging shoppers to make greater use of their Clubcard vouchers, with reward partners including Hotels.com, PizzaExpress and Alton Towers Resort.
Its latest campaign, created by BBH London, is timed to coincide with the school summer holidays and focuses on the value customers can unlock beyond their weekly grocery shop.
Dubbed ‘Know what you’re sitting on’, the campaign highlights what Tesco describes as one of Clubcard’s lesser-known benefits: the ability to exchange vouchers for rewards across holidays, dining and family days out.
Tesco said around half a million Clubcard members currently have at least £100 available to spend with its Reward Partners.
The company has brought that figure to life through three films, each representing a different type of Clubcard reward.
One features a mountain of inflatables and sun umbrellas to represent travel and holidays, while another uses dining tables and chairs to highlight restaurant rewards. A third centres on a rollercoaster to promote family days out.
Rather than producing the scenes digitally, Tesco and BBH worked with directors Glue Society and Biscuit Filmworks to physically build the sets.
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 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.”
Each of the ads directs shoppers to the Tesco app and showcases a number of the retailer’s Clubcard Reward Partners, including Hotels.com, PizzaExpress and Alton Towers Resort.
The campaign forms part of Tesco’s wider ‘Need anything from Tesco?’ brand platform and is running across TV, video on demand, digital out-of-home, radio, audio and digital display in the UK.
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