Tesco celebrates 30 years of clubcard rewards
Tesco Clubcard is turning 30!
To celebrate 30 years of rewards for customers, Tesco worked with BBH London on a campaign that reminds the nation of just how rewarding its membership can be whilst leaning into three decades of nostalgia. All media buying and planning for the campaign was handled by EssenceMediacom.
Since its launch in 1995, Tesco Clubcard has given customers access to money, groceries and fuel as well as extra discounts with Clubcard Reward Partners on everything from flights and holidays, hotels and meals out to family days out.
The film, directed by Sam de Jong at Iconoclast, is a nostalgic look back at the last 30 years of Tesco, Clubcard, and UK popular culture. This was achieved by following two sets of neighbours - one couple who signed up for Tesco Clubcard in 1995, and the other, our protagonists, who resisted the urge to sign up.
Over the years we see the two couples move through their lives, and see one set of neighbours reap the rewards of Clubcard while the other misses out. As the neighbours claim bigger and better rewards over the years, the protagonists find themselves increasingly wondering if they should get a Clubcard too.
The film covers three decades of trips, travel, theme parks and meals out, each scene sprinkled with British nostalgia and soundtracked by Darudeʼs iconic 90s banger ‘Sandstormʼ before the leading character finally gives in to FOMO and signs up for a Tesco Clubcard in 2025.
While the launch AV looks back at everything Clubcard has offered over the last 30 years, the wider campaign - spanning AV, audio, OOH, print, social and digital - will highlight a range of exciting special rewards and offers available exclusively to Clubcard holders across 2025 to celebrate 30 years of rewards with Tesco Clubcard.
Alongside the advertising campaign, Tesco Clubcard will be the headline sponsor of Britainʼs Got Talent, with a series of idents debuting during the showʼs opening episode on Saturday 22nd Feb.
Felipe Serradourada Guimaraes, ECD BBH says: “Wonderfully bonkers, like every big birthday celebration should be.ˮ
Natalie Cummins, CEO of EssenceMediacom says: “We are thrilled to kickstart this celebratory year of Clubcard turning 30. In 2025 Clubcard will continue its generosity and celebrate three decades of being the UKs leading loyalty programme.ˮ
Tescoʼs chief commercial officer Ashwin Prasad said: “Clubcard has always been about giving our customers more, and giving Clubcard members even more is how we plan to celebrate 30 years of Clubcard. Weʼre celebrating three decades of rewards with a year packed with amazing deals, discounts and offers that are all about giving our customers even more.ˮ
The campaign will run for an initial 3-week burst, with further bursts planned throughout the year.
Credits
Campaign Title: 30 Years of Clubcard
Advertising Agency: BBH London
CCO: Alex Grieve
Executive Creative Director: Felipe Guimaraes
Senior Creatives: Holly Fallows, Charlotte Watmough
Design Director: Miguel Sousa
Head of Strategy: Saskia Jones
Strategy Director: Hannah Slapper
Strategist: Leo OʼMahony
Client Managing Director: James Rice
Senior Account Director: Owen Keating
Account Manager: Charlie Morgan
Agency Film Producer: Nicole Southey
Agency Assistant Film Producer: Ted MacDonnell
Agency Print Producer: Rachel Clarke
Media Agency: EssenceMediacom
Production Company: Iconoclast
Director: Sam de Jong
Managing Director / EP : Jean Mougin
Managing Director / EP : Guy Rolfe
Producer: Emma Butterworth
Head of Production : Beatrice Warren
Production Manager : Adam Evans
1st AD : Joe Carter
DOP Franz Lustig
Production Designer : Anna Rhodes
Costume Stylist : Rebecca Rich
Sound Recordist : Sam Mendlessohn
Hair /Makeup / Prosthetics : Bev Pond Jones, Freddie Stopler
Casting Director : Leslie Beastall
Editor/s: Jonnie Scarlett The Quarry)
Post-production company: Stray
Post-production producer: Bethany Phillips
Post-production Creative Director : Dan Williams
VFX Supervisor : Dan Williams, Finlay Crowther, Kartik Gupta
EP : Mischa Stanford Harris
Grade: ETC
Colourist: Jason Willis
Sound studio: No.8
Sound engineer: James Benn & James Everett
Audio EP : Karen Noden
Music supervisor: Hywel Evans / Daniel Olaifa
Music company: Black Sheep Music
Tesco Credits
Chief Commercial Officer: Ashwin Prasad
Group Customer Director: Becky Brock
UK Marketing Director: Murray Bisschop
Head of Value and Loyalty Marketing: Michael Cocker
Value and Loyalty Marketing Manager: Amy Mclean, Marcus Gilbert
Value and Loyalty Marketing Assistant: Alan Turk
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