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Tesco Becomes First Retailer to Cover the Cost of VAT on Tampons

Initiative spearheaded by BBH London will see a five per cent reduction in price to cover the cost of the so-called ‘Tampon Tax’

Tesco Becomes First Retailer to Cover the Cost of VAT on Tampons

Tesco has today announced it will reduce the price of women’s sanitary products in a bid to make them more affordable for customers.

The initiative, spearheaded by BBH London, will see a five per cent reduction in price to cover the cost of the so-called ‘Tampon Tax’ or VAT on the items ahead of Government proposals to remove the VAT. It will apply to nearly 100 Tesco own label and branded products in the range.

Tesco previously committed to passing on the five per cent saving to customers when the UK government’s proposed removal of VAT came into force, but has acted now in order to help customers with their regular shop.

The approach is being promoted in store and across social media with a 30 second online film, co-created by Tesco and BBH London.

Speaking about the price reduction, Michelle McEttrick, Group Brand Director at Tesco said: “For many of our customers, tampons and sanitary towels are essentials products. However, the cost of buying them every month can add up, and for many women and girls it can be a real struggle on top of other essential items. That’s why – as a little help for our customers – we are reducing the cost of these products by five per cent.”

Creative Agency

Creative Agency: BBH London

Creative Director: Nick Gill

Strategist: Madeleine Young

Producer: Jemima Bowers

Designer: Neil Cummings and Josie Evans

Strategy Director: Simon Gregory

Account Executive: Francesca Orkisz

Account Management: Anna Mounsey-Heysham

Production Manager: Michelle Hagen

Deputy Managing Director: Karen Martin

Creative: Laura McGovern and Sarah Watson

Production Company

Production Company: Black Sheep Studios

Executive Producer: Dan Keefe

DOP: Rob Bloomfield

Producer: Sophie Dewey

Directors: Sarah Watson and Laura McGovern

Offline

Editor: Chris Eggleston at Black Sheep Studios

Post Production / VFX

Post Production Company: The Mill

Producer: Thomas Godsill

Music

Sound Design: String and Tins

Category: Retail and restaurants , Supermarkets

Genre: Documentary