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BBH and Tesco try ‘basket dates’ for Valentine’s Day

Valentine’ Day is almost upon us (sorry, I’m programmed never to remember exactly when it is) and BBH is back on the Tesco case for this season of romance.

Agency and client seem somewhat obsessed by shopping aisle relationships (as in the rather awful Christmas campaign) but here it works better in this online campaign, with the aid of a psychotherapist who matches people for dates based on what’s in their shopping baskets.

But why the obsession with intra-Tesco relationships? Some planner has clearly decided it’s the best way to put a human face on the faltering and rather non-human behemoth Tesco. They could be right – it hasn’t been a particularly nice shop to visit for the past few years.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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