Tesco Mobile: How Tesco Mobile won the hearts of blue-collar Britain by behaving like a supermarket not a telco

Tesco Mobile, the UK mobile service provider, drove its SME business with a multimedia campaign aimed at tradespeople, exceeding sales targets and achieving a ROMI of 1.2.19.


Why on earth would a business switch its mobile service to a supermarket? That was the question Tesco Mobile faced when it bravely entered the SME market at the start of 2021.

Early on, Tesco Mobile decided not to follow the conventions of the business mobile category. Instead it brought the marketing approach and the brand values of a supermarket to a category totally dominated by the big four traditional telcos.

True to its parent brand's famously customer-focused marketing culture, Tesco Mobile zeroed in on an overlooked market segment which a supermarket was uniquely qualified to serve:...

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