Tesco has launched a new media partnership with Vauxhall, which will see the car giant’s branding brought to the supermarket’s EV charge points.
Under the deal, Tesco Media & Insight Platform will help Vauxhall improve its advertising to customers interested in electric vehicles by promoting its products through the supermarket’s channels, including social, digital, and connected TV.
The deal will also see charge points at the grocery retailer’s car parks display the Vauxhall brand as part of the manufacturer’s Electric Streets campaign, which aims to improve access to EV charging resources across the UK.
This will cover 2,700 EV charging bays across 619 Tesco stores nationwide, with a year of free EV charging credit at the supermarket’s stores offered to those buying a new Vauxhall electric vehicle.
Vauxhall promotions will also be displayed on 619 charging units which have integrated media screens.
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Tesco Media & Insight Platform media strategy director Simon Lonsdale said: “What retail media can offer brands is truly unique and we’re delighted to partner with Vauxhall to help them deliver the right advertising to the right customers in a strategic way.
“Tesco has the largest network of EV charge points of all UK retailers and so it’s a perfect fit to support Vauxhall with their ambition to make electric vehicles more accessible.”
The tie-up comes as supermarket giants ramp up their retail media offer.
Late last year, Tesco revealed it has installed its 1,800th in-store advertising screen,Tesco revealed it has installed its 1,800th in-store advertising screen, up from around 400 screens in March this year.
The screens are now present in 420 Tesco shops, making it the largest network in the UK grocery market, according to the grocer.
The supermarket can show animated content and visuals on the screens, which can be used to support in-store campaigns and product launches.
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