UK supermarket reveals it helped bring the iconic show back to TV to celebrate its 100th anniversary with a BBH-created advertising campaign from BBH, featuring host Rylan Clark-Neal
Continuing the ‘Prices that take you back’ campaign, developed by BBH for Tesco, this September sees the return to our screens of iconic gameshow Supermarket Sweep, as part of the brand’s celebration of 100 Years of Great Value.
For the Tesco centenary year, the campaign has brought a number of notable TV personalities from the past back to our screens, including Mr Blobby, Mr Motivator and Morph. The campaign, with media planned and bought by Mediacom, has to date comprised TV, out of home, print, radio, social and digital activity. This will however be the first time the supermarket has helped return an entire series to screens.
ITV commissioned Thames, part of Fremantle, to produce the revived Supermarket Sweep, which Tesco has helped bring back to the nation’s screens this autumn.
The much-loved gameshow returns to screens with new host Rylan Clark-Neal, as a prime-time week-nightly show. Over the course of 20, hour-long episodes, the reincarnation of the supermarket-based extravaganza will give a respectful nod to the history of the original, with many of the iconic elements of the past returning, alongside new challenges and surprise guests. To promote the show, BBH has created a film featuring Rylan undergoing store manager training that will run on Tesco and Rylan’s social channels, as well as sponsorship idents connected to the 100 Years of Great Value campaign.
The show’s return coincides with the launch of the third 100th anniversary deals event from Tesco this year, following bursts in January and May. Throughout the year, Tesco has announced the launch of its 100 Years of Great Value deal events with adverts featuring iconic characters and celebrities from days gone by. This burst of deals is no different, with legendary football pundit Des Lynam returning to screens from September 9th.
Tesco chief customer officer, Alessandra Bellini, commented: “We’ve been celebrating 100 Years of Great Value all year, so it’s incredibly exciting that we’ve helped bring back Supermarket Sweep – an iconic show that celebrates bagging a bargain and makes it brilliantly entertaining too. We hope customers will enjoy re-living the fun – or discovering it for the first time.”
Tom Drew, creative director at BBH, said: “Being able to bring back such a well-loved TV show proves the strength of the ‘Prices that take you back’ idea. It is a perfect way to continue the celebrations for the Tesco centenary year.”
Commenting on Supermarket Sweep’s return to ITV, host Rylan Clark-Neal said: “Supermarket Sweep is an icon of ‘90s telly. From the inflatables and in-jokes, to the incredible knitwear – we’ve stayed true to the spirit of the original, but updated the format and added a touch of stardust, to appeal to a whole new generation of trolley dashers.”