Over two years in the making and every meeting, every deck, every presentation was more than worth it.

The cultural impact of Tesco is massive, we constantly look for opportunities in culture and how we can work them into briefs. We noted how Clubcard Accepted had worked it’s way into culture, even being sampled in some tracks.

Tesco was looking to grow the number of Clubcard users, especially younger ones. To reach them, we embraced the weirdness of TikTok – in a way that’s ownably Tesco.

Looking at the Tesco-on-TikTok conversation, we discovered a lot of existing love for Tesco Clubcard, especially around the magic phrase ‘Clubcard accepted’ – so we opened auditions to discover the next voice of the checkout. Using TikTok duets, a talking checkout interviewed applicants to present their own take on the iconic script.

The campaign was live from September 26 to October 5, 2022

• 50+ million campaign hashtag views on TikTok

• Thousands of submissions

• PR coverage in consumer, trade, and category press

• Significant increase in awareness, and recommendation for Clubcard in a brand lift study.

• Cannes Lion (Bronze) for Social 2023

• Creative Circle Awards (3 golds) 2023

• Marketing Week Awards – Social Media 2023

• TikTok Creative Awards (2022)

• A “Most Contagious” Campaign of the Year (2022)

• Campaign #1 Media Idea (2022)

Creatives: George Robb & Sophie Tilks.