Tesco's Expanded Christmas Ad: Emphasizing Quality and Value
Tesco's Christmas ad for 2023 maintains its commitment to quality and value, while emphasizing the importance of consistency for its consumers
According to group customer director Emma Botton, Tesco decided to take a different approach from its competitors by having a clear stance in its Christmas ad rather than just blending in with the crowd. Botton believes that having a unique perspective is highly advantageous for the brand's storytelling.
The festive decorations in the advertisement should not be the reason for brands to alter their approach during Christmas. According to her, brands should not suddenly change their persona when consumers already have an existing relationship with them. This sudden change may raise doubts. Therefore, it is crucial for brands to engage in consistent and ongoing conversations with consumers, focusing on quality and value throughout the entire year.
Consequently, the emphasis on value and quality is seamlessly integrated into the Christmas advertisement.
Similar to Tesco's advertisements during the year 2023, which includes the recent summer campaign centered around Clubcard, their Christmas campaign adopts a witty and humor-driven approach to highlight their main offering.
Based on consumer research conducted by the brand, it has been shown that the UK public is motivated by various factors that evoke the Christmas spirit. In the case of the Tesco advertisement, these factors are experienced through multiple visits to Tesco supermarkets during the festive season and by consuming Tesco's food products.
For instance, according to the Tesco 2023 Christmas Report, approximately 31% of UK adults express greater excitement for the lead-up to Christmas rather than the actual day. This finding influenced the content of the ad, which showcases the repeated visits that a family might make to Tesco stores in the days leading up to Christmas.
The button allows the brand to meet customer expectations and fulfill Christmas campaign goals while also selling champagne. The emotional storytelling in the ad effectively promotes various Tesco products and emphasizes the exclusive discounts for Clubcard members. In the ad, the father activating a discount is symbolized by a star appearing at the top of his Christmas tree, indicating a complete Christmas transformation.
Consumer focus
Botton, who has worked on eight Christmas campaigns for Tesco, emphasizes that the key to building brand love lies in the storytelling elements surrounding value and loyalty. She believes that this approach creates a long-term commercial reality, leading to overall improvements in brand metrics rather than solely focusing on short-term considerations typically seen in traditional Christmas campaigns.
Marketing success for Tesco is based on consistently engaging with consumers. Botton emphasizes that the key to a supermarket's growth lies in relentlessly prioritizing consumer needs and incorporating them into campaigns year-round. This approach is always where they begin.
Consequently, while the ad is important, Botton views it as just a small part of Tesco's comprehensive Christmas campaign that showcases their deep understanding of their shoppers' requirements.
As part of its broader marketing campaign during the holiday season, Tesco is offering its customers a chance to win £1m worth of free shopping. Moreover, it is setting up 150 grottoes in its stores across the country and providing complimentary gifts to children who visit. Botton emphasizes the importance of conveying the message that Tesco is committed to its customers, especially during a year marked by ongoing financial challenges.
