Pick of the Week: Tesco's act of generosity is an endearing bit of opportunism

Press campaign on 12 April called on people to visit their local.

Pick of the Week: Tesco's act of generosity is an endearing bit of opportunism

The impact of the Covid pandemic on the UK's beloved pubs is one of the ways in which it will take a long time for us to fully perceive the damage caused by the crisis. Many have already shut for good; many others may struggle to survive even as customers gradually return due to changes in working patterns and other factors. 

So anything offering a leg up to the industry is to be welcomed, including this warm-hearted message from Tesco calling on the public to patronise their local at the first opportunity. Like all supermarkets, Tesco enjoyed a huge sales boost last year and certainly fared better than business in most other sectors – though it's worth noting that a huge imcrease in costs meant its profits still fell.

This ad is a smart move from the retailer: great for the brand's image, while unlikely to result in any lost sales, since most people dying to visit the pub can't get a booking anyway. It also does exactly what it claims not to with the line "for once, instead of telling you about our fantastic deals..." – but I suspect they will be forgiven for this.

Brand Tesco
Title Pop to your local if you can
Agency Bartle Bogle Hegarty
Creatives Daniel Seager and Richard Biggs

Where does it sit on the Mrs Brown's Boys-Fleabag scale?

Last month, veteran planner Paul Feldwick used BBC sitcoms Fleabag and Mrs Brown's Boys to illustrate the sometimes competing demands to make advertising that is cool or clever, and advertising that is popular. So Campaign decided to rank its Pick of the Week on a five point scale, from full-on Mrs Brown, to absolutely Fleabag.