Taking aim at British politics, the ad centres around a ‘party political broadcast’ saying that Tesco has formed The Christmas Party to help customers celebrate in style, no matter their budget — promising “more pigs in more blankets for more people” and a referendum on Christmas film Love Actually.
There is an underlying empathetic message, too, about the financial strain people are under in the run-up to Christmas. The advert illustrates Tesco’s value ranges and offers, including a Christmas dinner for five under £25, three-for-two on party food, Finest mince pies from £1.12 and its value gifts.
Alessandra Bellini, chief customer officer at Tesco, said: “It’s very important that our seasonal campaigns reflect how our customers genuinely feel and what we know they are looking for. We understand that it is a tough time at the moment with everyone’s finances under pressure, but we also know that people are looking forward to Christmas – in fact, our research shows that there is even more excitement around it than usual.
“This is why we decided to officially stand up for joy this Christmas. Through our campaign, we take a look at those moments during the festive period that unite us all — including the delight of eating delicious desserts, sitting around a table together with loved ones, movie nights in our PJs and even the inevitable confusion around bin day — to put a smile on people’s faces as we prepare for a season of meaningful celebrations.
“We want to help everyone enjoy the best bits of Christmas, no matter their budget, and so we’ve also included just some of our many ‘little helps’ that will make your money go further. From us all at Tesco, we wish you a very merry Christmas.”
Developed in-house and with BBH, the TV ad has a 60-second version, as well as shorter clips, and aired for the first time on television during ITV’s I’m a Celebrity… on Sunday night.