Tesco is to launch a wide-scale advertising campaign to support its rapidly expanding online shopping service, Tesco direct.
The campaign, created by Lowe Howard-Spink, will run from October until February 2000 and will include poster, radio, direct marketing and online work. The radio campaign will feature the overbearing Dotty character, played by Prunella Scales, from Tesco's television commercials.
The campaign will use over 244 bill board and cross platform tube sites in all, including the popular Cromwell Road site in London where a 3D billboard will run for two weeks.
Online ads will run across 14 key websites including yahoo.co.uk, Scoot.com and FT.com. Tesco will also door drop CD Roms to customers living within the delivery areas of its stores.
In addition, Tesco direct's CD Rom program will be included on half a million CD Roms being given away by London's Evening Standard.
Tesco, which was the first supermarket to launch an online shopping in 1996, now offers it's direct service at 72 stores in London and the South East.