Dunnhumby expands Tesco TV content

LONDON - Below-the-line agency Dunnhumby has appointed production house Great Guns to develop new content for Tesco Screens, the supermarket's in-store TV network.

Dunnhumby picked up the ad sales contract for Tesco Screens, formerly known as Tesco TV, from outdoor contractor JCDecaux, in August 2006.

The agency said it has since redeveloped the network to make it more targeted, so that it complements in-store marketing and ties in with above-the-line campaigns.

The Tesco Screens network comprises plasma and LCD screens in 100 Tesco Superstores and Extras that have a total footfall of six million shoppers each month.

Content for the network is divided into seven in-store zones, including health & beauty, home entertainment, and beers, wines and spirits.