Tesco taps into nostalgia as it returns to large-scale Christmas brand advertising

Tesco claims "there's nothing better than Christmas" in a 90-second long nostalgic ad that charts the history of one family over six decades.

Creative by Wieden + Kennedy, set to ‘Forever Young’ by Rod Stewart, launches tonight (8 November) as the supermarket predicts mobile will play a key role in this year's festive season.

Wieden + Kennedy was also behind last year’s Tesco Christmas campaign, but was appointed to the Tesco ad account shortly before Christmas, meaning the supermarket was unable to produce an extended brand ad last year. 

David Wood, UK marketing director at Tesco, said that while 20% of last year's online grocery sales came via tablets or smartphones, this Christmas it expects the figure to be over 30%.

Wood said: "Many will be made on our new Hudl tablet. We also have a new design team for homeware and lifestyle and our Scandi, baking and retro collections have got people talking."

Tesco’s Christmas ad is attempting to show "what a real Christmas is all about" rather than a "perfect, airbrushed one" with scenes showing an embarrassed teenager and a family argument.

As part of the campaign Tesco will ask its staff and customers to send in pictures of "dreadful jumpers" or childhood presents "you felt changed your entire world".

Wood added that Christmas is "also about thinking of those in need in our communities" and as a result will run its third Neighbourhood Food Collection, working alongside charities Trussell Trust and FareShare. 

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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).