BBH London and Smuggler’s Guy Shelmerdine capture the stressful fun of the big-day bird
Tesco has launched its 2017 Christmas campaign with the first of five television adverts airing on ITV last night. Created by BBH London and directed by Smuggler’s Guy Shelmerdine, the campaign celebrates the different ways that millions of UK shoppers enjoy Christmas and prepare their sacred Christmas day turkey.
Nick Gill, Creative Director at BBH, says: "Everyone does Christmas differently and this year we wanted to celebrate the real, personal and gloriously different ways people enjoy the festive season across the UK. As Tesco serves and helps millions of customers over the festive period this feels absolutely right for the brand."
As part of the campaign, Tesco will donate £1 for every fresh turkey bought in-store or online, shared between its food charity partners FareShare and The Trussell Trust to help people in need over the festive period.
The initiative builds on the continued support offered by the retailer to local communities through its annual Food Collection, and its food surplus redistribution scheme, Community Food Connection. Last year, Tesco became the first retailer to pledge that no food that is safe for human consumption will go to waste from its UK operations, and since 2012, Tesco customers and colleagues have donated the equivalent of over 60 million meals to people in need.
Alessandra Bellini, Tesco Chief Customer Officer, comments: “This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all. We want our customers to know that however they choose to do Christmas, and no matter what they need, we can help - Everyone’s Welcome at Tesco.
“As part of our campaign this year, we're delighted to work with our long-term charity partners FareShare and The Trussell Trust to donate £1 for every fresh turkey purchased to help feed people in need this Christmas – it’s another little help for our local communities at an important time of year.”
FareShare Chief Executive Lindsay Boswell, adds: “Christmas is the one time of year that brings everyone together however, FareShare is seeing an increased demand to support charities who help people experiencing food poverty or who are alone at this time of year. This generous initiative from Tesco is perfect timing - it means we can help 6,700 charities across the country to continue providing food and life-changing services to those in need this Christmas."
Samantha Stapley, Operations Manager at The Trussell Trust, says: “We’re seeing soaring demand at foodbanks across the UK and right now thousands of people will be worrying about whether they can afford any food for the family this Christmas. This generous donation from Tesco will help us to support our foodbank network and tackle hunger in communities across the country, so we can hope in the future to see fewer people needing foodbanks - not only at Christmas, but all year round.”