Tesco mobile and creative agency BBH have released a number of cheeky billboards across the UK to poke fun at Brits abroad and promote its EU network services.
The news comes months after the mobile network had three ads banned by the Advertising Standards Authority (ASA) for alluding to offensive expletives.
Tesco Mobile’s latest ‘Home From Home’ campaign plays upon the idea that British holiday-makers often seek to find and consume home comforts when residing in a foreign country.
The out-of-home (OOH) billboards display phrases being searched online, including copy like ‘Spanish for beans on toast?”, “Is jambon ham or jam? and “Italiano for ketchup”.
Promoting Tesco Mobile’s no-extra-charge roaming services, the campaign will also roll out across press, radio and social media platforms.
READ MORE: Tesco greenwashing ad banned for ‘misleading’ consumers
“We know household budgets are under increasing pressure, so for families lucky enough to travel abroad this summer, we want to give them the confidence that they won’t be struck with an unexpected roaming bill this year,” Tesco Mobile chief customer officer Rachel Swift said.
“At Tesco Mobile, everything we do is rooted in our commitment to being truly helpful to our customers – with a side of cheerful cheekiness that hopefully, raises a smile.”
All media planning for the campaign was handled by MediaCom UK.
BBH creative director Uche Ezugwu added: “We feel incredibly sorry for European waiters and waitresses, with all the culinary requests they encounter from us Brits, demanding home comforts abroad.”
“That’s why we wanted to create a fun and helpful creative, that would remind Tesco Mobile customers that they can roam in the EU this summer at no extra cost and also learn some local lingo at the same time.”
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