Wieden & Kennedy creates first TV spot for Tesco

Wieden & Kennedy's first television ad for Tesco launches this week, promoting a £5 saving for customers who spend £40, following the supermarket's split with The Red Brick Road.

Creative for the tactical campaign features the 'Thunderbirds' theme and pushes the brand's offer that takes £5 off a £40 grocery spend, online and in-store, before Thursday 25 October.

The countdown from the Thunderbirds theme is used to drive home the saving of £5, while the strapline 'Every Little Helps' features prominently after the supermarket considered dropping it during the review process.

The television spot is being supported by press and online activity.

Tactical activity for the promotion comes ahead of a major pre-Christmas brand campaign created by Wieden & Kennedy, announced by Tesco chief executive Philip Clarke during the supermarket’s last financial update.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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