The ad sees Clunes, who is wearing a wetsuit and flippers, announcing to Ripley (dressed in a horse-riding outfit) that he is leaving her (taking the scatter cushions and TV with him). To draw attention to the prod-ucts that they are holding or using, both Clunes and Ripley describe the items by their full product name.
Tesco was in the news for another reason over the Easter weekend, as the firm stated that it had launched an inquiry into reports that its workers in Malaysia are paid as little as 8p per hour. Both the news story and the new ad caused Tesco's scores on BrandIndex to move.
Tesco's corporate score dipped from 12% on 20 March to 9% on 25 March. The brand's corporate score has dropped further since then, and is currently at 6%. On 25 March, Tesco's buzz score was -4%, although by 28 March this had improved to 5%, suggesting that respondents who had seen the ad generally had a positive impression of the campaign.
While Tesco is the biggest grocery retailer in the UK, the brand's index score is lower than Sainsbury's, which has an index score of 35%, compared to Tesco's 25%. Tesco's index score is limited due to the brand's low corporate score - the only indicator for the brand lower than its index score. To put this into perspective, Sainsbury's corporate score is 30%.
Initial results from the ad look promising for Tesco, but will these trends continue? BrandIndex tracks more than 1,100 brands across 32 sectors each day, and will continue to monitor Tesco's ongoing performance to see if it can retain these results.
|Tesco spend||Mar 08||Prev 12 months|
YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.
It is measured on a seven-point profile:
2. General impression
7. Corporate reputation
In addition, we supply an index score.
by Sundip Chahal