Ketchup with Christmas dinner? Tesco embraces diversity, up to a point

Last year Tesco did its best to be inclusive with its Christmas campaign and was threatened with boycotts because it featured a Muslim family.

The Twitter idiots did not break the retailer’s resolve, however, and this year BBH has again collected a diverse cast of characters from up and down the country, with the intention of sparking a national debate about how to “do” Christmas.

Ketchup, sprouts, Yorkshire pudding, brine, goose fat, staying in, going out – every option is valid (apart from maybe the ketchup) and the endline is, “However you do Christmas, everyone’s welcome at Tesco.”

Tom Drew, BBH creative director on Tesco said: “Tesco can truly tell the story of the nation’s Christmas and how brilliantly diverse it is. There’s no wrong way to do Christmas.”

The ad, set to the sound of Fleetwood Mac’s “Go Your Own Way” (like Mother’s final ad for MoneySuperMarket), is the first in a series for the retailer over the festive season.

Alessandra Bellini, Tesco chief customer officer said: “We know our customers each have their own Christmas traditions to help them celebrate. Whether it’s choosing turkey or goose, a full vegetarian or vegan option or having Yorkshire puddings with Christmas dinner, this year our campaign celebrates the festive favourites and little quirks that make Christmas so special.”

Let’s hope that Tesco doesn’t have a repeat of last year’s Christmas disaster, when its rotten turkeys ruined Christmas for some of its customers.

MAA creative scale: 7

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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