Campaign details

Brand: Tesco
Agency: Lumen Research
Country: UK

The challenge

'Trade driving' print campaigns for multiple retailers rarely get a look-in at creative excellence awards. This is a pity, because print ad campaigns offer near-perfect laboratory conditions for assessing the impact of art direction. Given the homogeneity of messaging, the only way supermarkets can successfully differentiate themselves is through creative design. This is 'commercial creativity' in its purest form - a great opportunity for creative excellence, properly understood. It may not be sexy or ostentatiously artistic, but as Jeremy Bullmore himself said once said, 'Art is; advertising does'.

What print does particularly well is build reach amongst a mass audience at speed – vital for the effective communication of weekly offers. But despite its importance, when Lumen started working with Tesco there was limited understanding of how print advertising actually worked to communicate offers. Are these ads best thought of as 'catalogues' to be pored over, or 'posters', to be glanced at? How many offers can be effectively communicated in a single ad? Where should we put the logo? There were plausible arguments on either side of these design debates – and many others – and little consensus about 'what good looked like'.