MEDIA CHOICE

Marcus Brown, the head of new business at Rainey Kelly Campbell Roalfe/Y&R, selects Tesco.com's gym-based activity.

"This week a new media space, featuring www.tesco.com, caught my eye. It was hard not to, after all, it was on my running machine at the gym. But the innovative treadmill hanging-card is not the reason for its inclusion in this media choice. And with headlines such as "you stretch, we fetch

the creativity of the executions aren't behind the selection. It's the insight into the target audience that clicked with me. Anyone working long hours (and let's face it that's most of us) and visiting the gym three times a week knows that time is at a premium. So why not take the "sweat out of shopping

and give Tesco "the workout

it proposes pun-tastically. Congratulations to the media strategists behind this campaign. They've a clear insight into the treadmill of their target audience's lives (OK, so that pun was mine).

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