January saw the UK’s largest supermarket kick off 2017 with its biggest food campaign for over two years - Tesco’s “Food Love Stories" campaign - which is now live across JCDecaux’s UK-wide SmartScreen network.
The location-based dynamic campaign, run by JCDecaux’s SmartCONTENT system, features a collection of “Food Love Stories” that each have a different meal, person and story behind them. It is part of a wider advertising campaign involving TV, online, radio and integrated through the line across owned media and in store touchpoints. Seven stories such as “David’s ‘Hot or not’ Chicken Curry”, “Iain’s ‘proper’ Croque Monsieur” and “Elena’s ‘Cheeky Tortilla’ Quiche” are all based around the customer insight that food means so much more to customers than the individual ingredients.
Tesco SmartScreens are utilising location-based data by displaying a snapshot of each story, played outside Tesco and referencing the store name e.g. “Sunita’s ‘Secret Veg’ Meatballs, find everything to make this at Tesco Leytonstone.”
James Parnum, Business Director at MediaCom, said: “We believe in building Tesco campaigns from the inside out and harnessing Tesco’s digital OOH estate enables the ‘Food Love Stories brought to you by Tesco’ campaign reach 15 million shoppers over the course of the initial 3-week launch. In addition, adding localisation to the creative of all 400 stores has enabled us to make the seven stories that little more relevant.”
Alex Matthews, Managing Director – Dynamic, JCDecaux UK said: “The 'Food Love Stories' campaign uses our SmartCONTENT platform so that the creative agency, BBH, has control over their own campaign. They can easily log in to the system when they want to create new stories and update what’s on screen in just a matter of minutes. The platform also automates the inclusion of store names meaning that BBH only needs to create one ad template and then the system does the rest.”
The campaign will be displayed on the SmartScreen network throughout January and was planned and booked through MediaCom and Kinetic, while the creative was developed by BBH. A non-dynamic version of the campaign has also been deployed on LDN, large format screens and static rail.
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