Last week there was an Outdoor campaign that drew a lot of attention, in the online world some were criticising.
But I think it’s one of the cleverest Brand marketing campaigns.
The Billboard under discussion is a series of visuals created by BBH, London.
Tangerine – Egg – Strawberry – Croissant – Olives = TESCO
Tomato – Eclairs – Spring Onion – Coconut – Oyster mushroom = TESCO
Tuna – Edamine – Streak – Chilly – Onion = TESCO
Mark Ritson has written a nice article on the same.
Of course, to play such a game a brand needs to be in the market for decades to make people fill in the cues and recognise the Brand. Thus, makes it memorable. Can Partly attributed to the famous IKEA effect.
It is well played for 2 reasons,
- The Brand Logo is used partially. The norm is to not touch the logo and also use it prominently – It is against all the contemporary Branding rules.
- The idea of Brand marketing is to earn a memory space(Brand equity) in the target audience’s mind that has a recall effect – that’s the single most important goal. I think that has been splendidly achieved.
