Morph and Anneka Rice freshen up Tesco 100th-anniversary campaign

Tesco: Morph and Chas make an appearance
Tesco: Morph and Chas make an appearance

Supermarket's 'Prices that take you back' push gets new executions.

Tesco has launched a new spot in the campaign, by Bartle Bogle Hegarty, that kicked off in January to celebrate its 100th anniversary.

The work unites icons from popular culture in the past with celebratory low prices on a selection of products, wrapped up with the tagline: "Prices that take you back."

The lates spot, "Even more prices that take you back", opens with footage of 1980s TV programme Challenge Anneka that makes it seem as if presenter Anneka Rice’s signature dash out of a helicopter is towards a Tesco superstore.

There are also cameos for 1990s fitness guru Mr Motivator and stop-motion animated clay figures Morph and Chas, who were popularised on children’s art shows from the 1970s.

It was created by Chloe Stephenson and Charlie Pendarves, along with creative director Tom Drew. Production and post-production were by MPC, while John Sunter was the director.

Outdoor executions feature Morph and Mr Motivator.

Alessandra Bellini, Tesco chief customer officer, said: "Our deals event to celebrate our 100th anniversary was extremely popular in January, so we wanted to help our customers by bringing it back and making it bigger and better to mark the start of the summer season.

"This May, we are able to offer unbeatable prices on popular products, from branded and own-brand, through to fresh fruit, meat and vegetables. This time, we will also offer extra special deals and prices for Tesco Clubcard customers and even introduce some Jack’s products into stores."

This is the first time Tesco has introduced products branded as Jack's – the name of the discount retailer it launched last year – into its main Tesco chain. At a press conference in April for Tesco's full-year results, chief executive Dave Lewis refused to be drawn on whether there were any plans to integrate the Tesco and Jack's brands.

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