Tesco has unveiled its hotly anticipated campaign, the first significant work since former marketer Dave Lewis took the helm and appointed a new brand team to turn around the grocers' dented reputation.
The first TV ad, which will promote the retailer's new Brand Guarantee scheme, will break on Sunday and feature a new family dynamic with three characters playing a mum, dad and 20-year-old son, played by Ruth Jones, Ben Miller and "up and coming" actor Will Close.
Actress Ruth Jones, who co-writes and stars in Gavin & Stacey, talks to Woman and Home I was lucky to have a very happy childhood growing up in Porthcawl, South Wales, with both of my grandmothers living round the corner and friends with whom I’m still really close, like Nicola, Cerys and Ceri. Rob Brydon, the comedian who ended up playing Stacey’s uncle in Gavin & Stacey, was a friend of mine at school.
We had a drama teacher called Roger Burnell who put on these great musicals.
Michelle Mc Ettrick said the new brand strategy aimed to bring to life its "serving shoppers a little better every day" mantra and re-establish the "Every Little Helps" strapline whilst bringing the tone of voice in line with "where we think it was great in the past, and where we think it needs to be great moving forward." The brand strategy had been planned from the "inside-out" with the company focussed on improving the in-store experience, availability, range and customer service first, she explained.
It had also executed more real-time tactical ads including print ads after "Building the brand from the inside-out, it has to start with colleagues and the acknowledgment that...
His last line was, “I think this could be one of the best things we ever make.” I thought, “Really? ” We wrote the first episode in a hotel over several rounds of club sandwiches.
The actress has revealed the hit Sky 1 comedy about a single mum living in the Welsh Valleys is due to come to an end after the next series because "it's time" will have come. 'Gavin & Stacey' actress Ruth Jones has hinted the TV show could be turned into a film.The popular BBC comedy, created by Ruth and co-star James Corden, ended after two-and-a-half years in 2010 but the actress is determined to bring it back.Ruth Jones is among the stars included in Queen Elizabeth's New Year Honours.The spot will show the family in a supermarket with Ben Miller's character Roger playing an 'embarrassing dad' figure, quizzing the checkout colleague on the mechanics of the Brand Guarantee.It will be followed by a spot showing Ruth Jones' character Jo, who "gets on her high horse about certain things", tutting the word "typical" when she sees a queue at the till before being pleasantly surprised when a Tesco colleague opens a check out to serve her.