Tesco is celebrating the nation’s love of cheese by launching a singing competition on social media app TikTok with a Eurovision-themed flavour.
Acting as an homage to the historic Singing Contest, entrants will be taking part in a rendition of the iconic Bucks Fizz song “Making Up Your Mind”, which won the competition in 1981.
Created in partnership with London agency BBH, the event celebrates the ‘cheesiest’ night of the year inviting people to sing along on TikTok Duets with The Fizz, Bucks Fizz’s successor group.
Through a series of themed games, contestants will be able to win a selection of ‘cheesy’ prizes, including a giant cheese wheel containing a selection of Tesco Finest European cheeses.
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“We wish Customers can join in all the excitement around Eurovision with a simple idea; exchange cheese in your weekly shop for cheesy music. It’s all about content that’s helpful, rewarding, fun and engaging – qualities true to our brand and totally native to TikTok,” Tesco chief customer officer, Alessandra Bellini said.
The campaign will run for the duration of this week in the run to the main event on Saturday (13 May), and will receive strong influencer support to drive awareness.
BBH London deputy executive creative director and partner, Felipe Guimaraes added: “This is the cheesiest piece of work I have made and probably ever will, you can Comté on that.”
