Tesco customers don’t “go wild in the aisles” for Supermarket Sweep

Tesco has been getting nostalgic this year as part of its 100th anniversary campaign, so its sponsorship of ITV’s Supermarket Sweep revival seems like a good fit. The show was popular in the 90s with students and kids bunking off school.


BBH’s ad sends host Rylan Clark-Neal back to store manager training school, but he gets carried away by encouraging customers to “go wild in the aisles.”

The Guardian’s review of the TV show said it was “as stiff as a frozen potato waffle,” in which case BBH and Tesco seem to have done a better job than the programme makers.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe 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.