Tesco launches price-led Christmas campaign

Tesco is launching its Christmas TV campaign today (18 November) focusing on the low prices it is offering consumers on festive goods.

The 50-second spot launches during 'Coronation Street' this evening and has been created by The Red Brick Road.

Directed by Neil Harris of Smuggler, the ad journeys across the country, letting people know that wherever they are at Christmas, Tesco will help. The strapline is: ‘Keeping Christmas Special’.

The five-week campaign was written by Sam Cartmell and Liam Butler. The producers were Ben Roberts at Smuggler and Savana Jones-Middleton at The Red Brick Road. Media planning and buying was handled by Initiative.

Paul Hammersley, chief executive of The Red Brick Road, said: "We wanted to show Tesco at the heart of British life and the role the stores and staff play in helping real people keep Christmas special."

Angela Porter, Tesco's senior marketing manager, said: "Just because times are tough doesn't mean that Christmas has to be less special.  Tesco understands this and wants to help keep Christmas special for the whole of Britain, no matter who you are or how you choose to celebrate."

Follow Sara Kimberley on Twitter @SaraKimberley

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