Lowes gives posters a political look for Tesco

Lowe Howard-Spink is attempting to tap pre-election fever with a national poster campaign that highlights Tesco’s ’unbeatable value’ promotions.

Lowe Howard-Spink is attempting to tap pre-election fever with a

national poster campaign that highlights Tesco’s ’unbeatable value’

promotions.



The six executions ape traditional party political ads, using stark

slogans in black capitals alongside photographs of the cut-price goods.

The strapline on each ad, which also includes a cross in a box in

imitation of a voting form, reads: ’Tesco. Unbeatable value.’



The first poster uses the line, ’down with the greens’, and pictures a

green cabbage with its price in February 1996 next to its new lower

price in February 1997. Another features a potato next to the line: ’A

hot potato for the opposition.’ A third shows a mushroom, a cabbage and

a Conference pear accompanied by the slogan: ’Cuts, cuts and more cuts.’

Another shows a Cadbury’s Buttons Easter egg with the words: ’Extra

child benefit.’



Marc Cave, the managing partner of Lowes who heads the Tesco account,

said: ’We have taken the creative lead to catch the mood as election

fever mounts. Most price advertising hectors the public. This tries to

be tongue-in-cheek. Putting this kind of price message on posters is

something a retailer would not normally do.’



The campaign breaks nationally this Monday on 2,000 poster sites. The

Tesco posters will be placed as near as possible to real party political

ads. The ads were created by the copywriter, Phil Dearman, and the art

director, Charles Inge. Media planning and buying is through Western

International Media, Lowes’ newly separated media arm.



The poster campaign will be supported with similar executions in the

national press and by the most recent ’Dotty’ TV commercial, starring

Prunella Scales and Jane Horrocks, which continues the price-cutting

theme.



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