Tesco has collaborated with Channel 4, ITV and Sky in a first-of-its-kind creative brand partnership for Christmas featuring all three broadcasters.
As an extension of their ‘Delivering Christmas’ centenary TV campaign, Tesco created a series of idents for Channel 4, ITV and Sky showing celebrities from the broadcasters interacting with the time-travelling Tesco driver. The films feature talent from programmes including I’m a Celebrity…Get Me Out of Here!, Hollyoaks and Sky Sports’ Soccer Saturday amongst others, and ran during the shows they each feature.
Three of the 10-second idents were stitched together to create an all-broadcaster ‘super spot’, which ran in a Saturday night prime time roadblock, preceded with an ident featuring all three broadcaster logos.
The collaborative partnership was the result of an initiative by Channel 4, ITV and Sky to encourage brands to issue joint broadcaster briefs. Tesco was the first brand to respond to the challenge and the broadcasters are looking ahead to more collaborative partnerships in the future.
Media was devised by MediaCom and the films produced by Somethin’ Else.
Nick Ashley, Tesco Head of Media and Campaign Planning said: “2019 marks 100 years of Tesco helping families up and down the country celebrate Christmas and good food is part of the magic that brings us all together. We’re delighted to be working with the nation’s favourite shows on this partnership.“
Neesha Taneja, Content Lead at MediaCom said: “Tesco’s 100th year celebrations have been a major landmark for the brand, and we’re delighted to have helped bring this campaign to life across the year. This partnership licenses IP and talent from flagship shows across Channel 4, ITV and Sky in a truly innovative campaign and is the first time the UK’s TV shows have come together in this way – helping Tesco deliver yet more cultural milestones.”