When you’re now not a toddler, Christmas tends to return with a contact of melancholy inbuilt. BBH’s Tesco marketing campaign captures this completely, mixing up the enjoyment the festive season with the ache of lacking family members, and showcasing the significance of traditions for conserving us all related to the previous in addition to the current.
The “Serving to feed your Christmas spirit” marketing campaign is extra festive than which may suggest. It’s bursting with all kinds of gingerbread, chosen to symbolize the tie that binds Gary and his grandparents at Christmas. Tesco is given a starring position in maintaining traditions and bringing folks collectively.
Becky Brock, Tesco’s group buyer director, stated: “We admire that even for those who love Christmas, there will be little issues that eat away at your Christmas spirit in addition to issues that assist to feed it. We’re right here to high up your Christmas spirit wherever we are able to.”
Felipe Serradourada Guimaraes, deputy ECD at BBH London, stated: “After the success of the 2023 marketing campaign, we needed to create one thing that constructed on final 12 months however nonetheless felt contemporary. Because the BBH mantra goes, we needed to maneuver it on with out shifting it off. One other proud second within the BBH and Tesco partnership.”
Tesco is donating 10p from each sale of gingerbread biscuit merchandise to charity, break up between FareShare and The Trussell Belief.
Like final 12 months’s effort, the 2024 model (once more directed by Iconoclast) mixes the home with the surreal, however this time with some additional coronary heart and a well-chosen soundtrack, Gorillaz’ On Melancholy Hill.
The story relies on Felipe Serradourada Guimaraes’ connection together with his personal grandparents, and the impact is uplifting in addition to being a bit unhappy. It’s a courageous transfer to confess any fragility round Christmas, and one that may solely succeed when it’s constructed on the form of trusting client-agency relationship that Tesco and BBH get pleasure from.
MAA inventive scale: 8.5
