Tesco has created three bespoke ads to be “contextually relevant” to three genres of ITV’s programming; reality, sports and family film/entertainment.
This is the fourth year that the supermarket giant has partnered ITV for its Christmas ads and builds on the activity from last year which solely focussed on ITV1’s flagship celebrity reality programme I’m A Celebrity…Get Me Out of Here!.
The “Christmas Party, Stand for Joy” spots first launched on 20 November across ITV1’s whole schedule and showcase Tesco’s work with community partners through its grants programme.
The ads are fronted by Stephen Mulhern and will appear next to I’m A Celebrity…Get Me Out of Here!, as well as Fifa World Cup fixtures and ITV Movies.
The campaign is based on insights that more than a third of audiences (36%) said Christmas 2022 more important to them than ever before, and just over a quarter (26%) were looking forward to Christmas more than usual after a disrupted two years because of the pandemic.
This campaign follows on from its “The Christmas Party” campaign launch on 6 November which it said reached nine million people in the first 24 hours with a trending Twitter takeover.
As part of the campaign, the supermarket also made a #StandforJoy pledge to “bring Christmas joy” to dedicated community partners across the UK. since 2016 Tesco has given £100m in donations to more than 50,000 community projects since 2016 in partnership with Groundwork to help fight holiday hunger, tackle mental health issues, support youth sport and activities, and host community events.
Media planning and buying was handled by MediaCom UK.
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