Tesco is celebrating 30 years of its Clubcard loyalty scheme with a nostalgic TV advertisement that takes viewers on a journey through three decades of British popular culture.
The 60-second spot, created by BBH London, follows two neighboring families from 1995 to the present day. One family signs up for a Clubcard when it launches, while the other resists until 2025.
Tesco Clubcard in daily life
The ad showcases how Clubcard has been a part of customers’ lives since its launch in 1995, featuring iconic moments from each era. It includes references to popular culture such as the Spice Girls, the London 2012 Olympics, and viral TikTok dances.
Throughout the ad, we see the Clubcard-holding family enjoying various experiences and rewards, from theme park visits to meals out, all made possible by their loyalty points. Meanwhile, their neighbors watch on with increasing FOMO (fear of missing out) until they finally decide to sign up in 2025.
Tesco Loyalty at scale
The campaign aims to highlight the enduring appeal and benefits of Clubcard, which now has over 20 million members in the UK. It also serves as a reminder of how the scheme has evolved over the years, adapting to changing consumer needs and technological advancements.
Alessandra Bellini, Tesco’s chief customer officer, said: “Clubcard has been a part of our customers’ lives for 30 years now, and we wanted to celebrate this milestone in a way that resonates with people. This ad is a fun and nostalgic look at how Clubcard has been there for our customers through the years, helping them to get more value every time they shop with us.”
An integrated Media campaign
The TV ad is part of a wider integrated campaign that includes social media, digital, and in-store activations. Tesco is also offering special promotions and extra Clubcard points to members throughout the anniversary period.
Tom Drew, creative director at BBH London, added: “We wanted to create something that not only celebrated Clubcard but also tapped into the shared experiences and memories of the last 30 years. By following these two families, we’re able to show how Clubcard has been a constant in people’s lives, evolving alongside them and continuing to offer value in new and exciting ways.”
The ad is set to a remixed version of the 1990s dance classic “Sandstorm” by Darudeʼs , further emphasizing the nostalgic tone of the campaign.
As part of the 30th anniversary celebrations, Tesco is also launching a series of limited-edition Clubcards featuring designs from the past three decades, allowing customers to own a piece of retail history.
Tesco’s 30th anniversary Clubcard campaign effectively combines nostalgia with a showcase of the scheme’s enduring value. By highlighting how Clubcard has adapted to changing times, Tesco reinforces its commitment to customer loyalty and positions itself as a forward-thinking retailer in a competitive market.
Why it matters
The campaign comes at a time when loyalty schemes are more important than ever for retailers, as they face increased competition and changing consumer behaviors. By highlighting the longevity and benefits of Clubcard, Tesco aims to reinforce its position as a leader in customer loyalty and value.
