Tesco Mobile has launched a new integrated campaign to position its brand as the ‘most helpful’ network on the UK market.

Developed by London agency BBH, the campaign revolves around a playful 60-second spot that comically brings to life the idea of helpfulness.

https://www.youtube.com/watch?v=BflM6SvRGVg&ab_channel=TescoMobile

Featuring the return of Tesco’s much-loved free-roaming trolley, the trusty cart has this time been enlisted to get help for a man stuck down a well in an isolated field.

Set to Glenn Frey’s ‘The Heat is On’, the film follows the trolley’s perilous journey over land and water until it finally gets welcome assistance from a Tesco Mobile colleague.

At time of heightened economic crisis, the ad is intended to act as a light-hearted reminder that Tesco Mobile wants to supports its customers as ‘the network that gives a sausage’.

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“This is definitely the most epic journey so far for our trolley. Traktor did a brilliant job bringing it to life and giving it character. Also, it’s not often you see a shopping trolley go into a river and make it out alive,” BBH creative director, Uche Ezugwu said.

Having premiered over the Easter weekend, the campaign will run for two months across TV, broadcaster video-on-demand, social media, print, out-of-home and radio. Media planning and buying was handled by EssenceMediacom.

Tesco Mobile chief mobile officer, Rachel Swift added: “Here at Tesco Mobile, our customers are at the heart of everything we do. That’s why being helpful is our bread and butter.

“We wanted to bring to life how we’re the helpful network that puts a smile on people’s faces in a way that only supermarket mobile can. And I believe BBH have delivered a campaign that does just that. We hope everyone enjoys it as much as we enjoyed creating it.”