Tesco is extending its new ’political’ campaign through Lowe
Howard-Spink by advertising in the Spectator for the first time.
The press ad apes the Conservative party’s ’demon eyes’ campaign by
showing a man with a blindfold tied across his face and two pork pies
where his eyes should be. The strapline reads: ’Demon Pies.’
Underneath there is the Tesco logo, a box with an electoral cross in it
and the line ’unbeatable value’.
The unusual signing is the work of the magazine’s publisher, Kimberly
Fortier, who earlier this year was responsible for running a
high-profile feature on the Spice Girls in the magazine.
Fortier said: ’The objective is not a flog-a-lettuce campaign but is
geared towards influencers and shows the quality of Tesco. It’s a very
clever political theme and as soon as we heard it was political we were
Media planning and buying is through Western International Media.