Christmas comes early for Tesco shoppers

December 17, 2020
Mark Mikula
Senior Account Manager

By now we’ve all devised our own pithy summaries of 2020 (if you haven’t got one yet, just Google ‘2020 in a nutshell’ and take your pick from a selection that is as expansive as Covid-19 itself). Needless to say that by the time summer arrived, the nation was in desperate need of distraction, if not relief, with the virus putting paid to countless plans.

Many of those plans (for Walkers and Pepsi MAX consumers, at least) involved something we all took for granted. Football. The perennial panacea to so many of life’s worries. Like everything else, it was not immune to the disease’s effects. But, as we hope will be the case for so many things, its return would come with a bang.

That bang came in the form of footballing feast, which kicked off with ‘Project Restart’ in June and culminated in a one-off tournament that saw all remaining UEFA Champions League games played in one very special month: August.

To celebrate this long-awaited return of UEFA Champions League football, we worked with PepsiCo and Tesco to bring shoppers (in Tesco, One Stop, Londis, Budgens and Premier stores) the exclusive opportunity to meet England and Man City legend Raheem Sterling over Zoom.

Our first challenge was to develop a key visual that appropriately communicated the nature of the prize, without losing any of the premium cues demanded of creative that features UEFA Champions League assets. Then came the running of the virtual meet & greets themselves, which called for an approach to time-keeping that even the most accomplished UEFA referee could appreciate.

Four winners each had their own, personal 10- or 15-minute call with Raheem (run consecutively over the course of an hour), with each winner able to invite four family members or friends to join their chat. What better way to show off the skills they had honed over numerous virtual quizzes during the first lockdown?

The virtual event scored ‘top bins’ with all involved, finishing the year on a high for our Tesco Group shoppers by delivering an early Christmas present that they will never forget.