Pig emoji, pig emoji, whoops I only meant one pig emoji - it’s another text from mum.

For Mother’s Day 2023, we wanted to communicate that Tesco makes it easy to show Mum you care with affordable gifting and delicious at home meal solutions.

We worked with comedy musician Brett Domino (alter ego of comedian Rob J. Madin) to turn real mothers’ sweet, endearing, and at times plain bizarre text messages into a funny yet heartfelt song. 

The challenge was to collate, approve, get usage for lots of real mum texts, then hand these over to Brett to turn into a song over a weekend. There were some nerves around what this might sound like as Tesco never made a song before, but the result was fab, judge it for yourself on TikTok.

Live from March 7 to 19, 2023

• Facebook and Twitter engagement rate 2.2x higher than benchmark

• 7.2m TikTok views

• A lot of people commenting they didn’t realise this was an ad