“every little helps”
Problem:
Tesco is experiencing a significant challenge in attracting and retaining the ‘Roshni’ demographic. This consumer segment perceives Tesco as a less desirable grocery option compared to competitors, leading to low Clubcard adoption.
Insight:
For Roshnis money is emotional because it represents freedom, status, and self-worth. They tie money to their sense of control over life and their place in society, while spendings are shaped by cultural influences and personal aspirations.
The Creative Proposition:
This campaign aims to elevate Tesco Clubcard from a transactional loyalty scheme to a platform that creates meaningful, personalised, curated rewards, and experiences.
By focusing on how Clubcard transforms everyday shopping into opportunities for meaningful moments, whether it is saving for family celebrations, indulging in hobbies, or making life easier.
TESCO IS FOR EXPERIENCES BEYOND THE AISLE
