Tesco matches singles based on shopping basket contents for Valentine's Day push

Tesco is playing Cupid with a Valentine's Day campaign based on a social experiment that aims to match prospective couples by analysing the contents of their shopping baskets.

Tesco ad: psychotherapist and matchmaker Rachel Morris celebrates a successful pairing
Tesco ad: psychotherapist and matchmaker Rachel Morris celebrates a successful pairing

The two-minute ad pairs up potential 'dates' based purely on the contents of their baskets, with psychotherapist and matchmaker Rachel Morris examining the items in question and suggesting suitable matches.

"Can your shopping basket help you find love?" the ad asks. "We wanted to find out..."

Morris' observations include: "These two will go together because all they want to do is sit and chat and have a couple of nuts", and "'Cleaning guy' can go and spend some time with 'domestic lady'".

After meeting for the first time in the aisles of Tesco, the couples are sent on a date with one another, with mixed results.

Reaction to the campaign has also been mixed, with many Twitter users impressed, and others less so.

@Miiss Adama was keen, describing the ad as "amazing":

Other tweeters were also fans of the ad:

But @Taylor Wright was less than impressed:

@Pauline Shilina was a bit more analytical in her disapproval. "Can the commercialisation of Valentine’s Day get any more ridiculous?" she asked.

The ad is running on YouTube, Facebook, Twitter and other online channels.

Brand: Tesco

Agency: BBH Live

Creatives: Kate Murphy, Mara Vidal, Caroline Pay

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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