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Tesco Mobile Challenges Mid-Contract Price Hikes with Provocative Pun-Filled Campaign

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BBH London creates tongue-in-cheek campaign using food puns to mirror customers’ outrage at seeing mid-contract mobile price rises

Tesco Mobile Challenges Mid-Contract Price Hikes with Provocative Pun-Filled Campaign

Tesco Mobile has launched a new integrated campaign across social, digital, press, radio and OOH, calling out the frustration felt by consumers after receiving unwelcome mid-contract price hikes.

Continuing its ‘Supermarket Mobile’ positioning, Tesco Mobile is echoing the nations feelings as the mobile industry hikes prices at the worst possible time. The campaign creative highlights that, on average, customers could lose £107 over their contract* if they stick with one of the big four mobile network that introduces yearly price hikes. Prices stay fixed at Tesco Mobile, so the price customer’s pay when they sign up, is the price they pay for the length of their contract.

Launching from 18 February and running until the end of March, Tesco Mobile is again showing its commitment to incomparable value and being on the customer’s side, with this stand out, disruptive campaign.

Rachel Swift, Tesco Mobile CMO, said: “This year, mid-contract prices increases are at their highest ever^ and when customers are facing a cost of living crisis they couldn’t have come at a more challenging time. At Tesco Mobile, the price our customers pay when they sign up is the price they pay for the life of their contract.”

Created by agency BBH, the tongue-in-cheek creative uses food puns to mirror customers’ outrage at seeing mid-contract mobile price rises.

Uche Ezugwu, creative director at BBH said: “As soon as I heard about this proposition, I knew this was too good an opportunity to pass up. It's not often you get to vent your anger on a poster and talk about mushrooms at the same time.”

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Credits

Client: Tesco Mobile

Chief marketing officer: Rachel Swift

Head of brand and marketing: Emma Herridge

Campaign lead: Lawrence Hamilton

Campaign manager: Rebecca Greenhalgh

Campaign executive: Andy Ward

Creative Agency: BBH

Creative Director: Uche Ezugwu

Art Director: Susan Mansfield

Copywriter: Donna Williams

Business Lead: Holly Ripper

Account Manager: Keren Jones

Account Manager: Georgia Hanscott

Account Executive: Alexandra Keenan

Group Strategy Director: Richard Madden

Strategy Director: Ed Kurland

Strategists: Harry Guild, Anna Simpkin

Agency Producers: Beth Mechem, Kevin McCloat, Rebecca Ellis

Photographer: Dan Matthews


Categories: Mobile Network, Utilities

BBH London, Fri, 18 Feb 2022 14:38:16 GMT