What's Happening?
Tesco has unveiled its Christmas campaign titled 'That's What Makes It Christmas,' consisting of 11 short episodes that focus on the 'perfectly imperfect' moments of the holiday season. Moving away from a single hero ad, the campaign features relatable
and humorous scenarios experienced by families during Christmas, such as awkward silences and family photo struggles. The campaign is designed to resonate with customers by showcasing genuine, imperfect moments that define the Christmas spirit. The ads are set to a rerecorded version of 'Holly Jolly Christmas' and conclude with comedian John Bishop's voiceover. Tesco's approach is informed by customer research, emphasizing storytelling over product focus, and aims to create a festive atmosphere across various channels, including TV, social media, and in-store experiences.
Why It's Important?
This campaign marks a significant shift in Tesco's marketing strategy, reflecting a broader industry trend towards storytelling and customer engagement. By focusing on relatable, imperfect moments, Tesco aims to strengthen its brand perception and customer loyalty during the competitive holiday season. The campaign's emphasis on storytelling rather than product promotion could influence other retailers to adopt similar strategies, potentially reshaping holiday marketing norms. Additionally, the integration of Clubcard data to personalize media planning highlights the growing importance of data-driven marketing in enhancing customer experience and driving sales.
What's Next?
Tesco plans to monitor the campaign's effectiveness by evaluating customer engagement and brand perception metrics. The success of this episodic approach may lead to its continued use in future campaigns, potentially influencing Tesco's overall marketing strategy. The retailer will also release more product-focused films as Christmas approaches, while ensuring compliance with upcoming regulations. The campaign's impact on Tesco's market share and brand perception will be closely watched, as it builds on a year of strong performance and aims to replicate last year's successful holiday season.
