Tesco has launched its first major marketing push for its Whoosh rapid grocery delivery service, in a humorous campaign aimed at consumers who don’t want to go to the shops.
Developed by agency BBH, the campaign consists of three films, targeting young urbanites and encouraging these shoppers to use its speedy delivery service.
The 20-second ‘Bootcamp’ advert open to a fitness fanatic in the middle of an extreme home workout.
Similarly, the protagonist of ‘Watering’ is in a zen-like home state, while in ‘Octopus’ the main character is also busy at home.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
All three films depict the word ‘Whoosh’ and a simple voice over stating “Tesco Whoosh. Delivery from as little as 20 minutes. Because going to the shops isn’t everyone’s bag”.
Some people would rather do anything else but go down the shops to get what they need for dinner,” said BBH deputy executive creative director, Felipe Serradourada Guimaraes.
“Whether that is working out, watering your plants, or knitting an octopus poncho. Because going to the shops isn’t everyone’s bag.”
Tesco has also unveiled out-of-home advertising to support the campaign, featuring the line ‘going to the shops isn’t everyone’s bag’.
The grocery giant has also collaborated with TikTok influencers for a consumer competition.
The campaign follows Tesco’s expansion of Whoosh to 1,000 Express stores nationwide earlier this year.
