Tesco has launched a new advertising collaboration with suppliers involved in its Clubcard Prices loyalty push against the discounters.
Unilever, McCain and Dr Oetker were all involved in the creation of an ad break takeover on ITV on Sunday 4 October.
The break, in the ITV show Family Fortunes, saw ads for Comfort, Hellmann’s, Magnum, McCain and Chicago Town, interspersed with idents for Tesco’s Clubcard Prices scheme.
Last month, Tesco launched a new wave of price cuts across 2,000 products, including hundreds of branded products, which will only be available for members in its Clubcard loyalty scheme.
The Grocer reported in June that Tesco’s plan would see the supermarket stop normal promotional activity, with all promotions driven through the Clubcard loyalty card, as it seeks to use its 19 million loyalty cards as a point of difference against the discounters.
Tesco said it had received the creative from the advertisers in advance, and adapted its voiceover and messaging to be contextually relevant to the adverts viewers would have seen.
“We’re delighted to have worked with ITV and some of our suppliers to land this special ad break takeover on Sunday 4 October, showcasing the fantastic value of our new Clubcard Prices and being able to innovate in how we engage our customers,” said Tesco group marketing communications director Emma Botton.