Tesco Mobile: How an underdog took on the category bullies by weaponising pasta

Tesco Mobile, a UK supermarket mobile network, ran a campaign highlighting how its competition was raising prices, with creative sparking righteous indignation and promoting Tesco’s alternative, ultimately driving awareness and sales.


This is the story of how David took on a gang of Goliaths with nothing but a packet of fettucini, a handful of pistachios, a bag of mushrooms, some scallops and a jar of horseradish.

It tells of how a challenger brand stayed true to its brand principles despite temptations to the contrary, and how a strategist's late mother turned a potentially dry message about pricing into a popular crusade for fairness by swearing nicely.

Lastly, it shows how earning the censure of the ASA can win the approval of the Great British Public, adding fame to mere awareness...

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