Tesco Mobile Challenges Mid-Contract Price Hikes with Provocative Pun-Filled Campaign

Tesco Mobile has launched a new integrated campaign across social, digital, press, radio and OOH, calling out the frustration felt by consumers after receiving unwelcome mid-contract price hikes.

Continuing its ‘Supermarket Mobile’ positioning, Tesco Mobile is echoing the nations feelings as the mobile industry hikes prices at the worst possible time. The campaign creative highlights that, on average, customers could lose £107 over their contract* if they stick with one of the big four mobile network that introduces yearly price hikes. Prices stay fixed at Tesco Mobile, so the price customer’s pay when they sign up, is the price they pay for the length of their contract.

Launching from 18 February and running until the end of March, Tesco Mobile is again showing its commitment to incomparable value and being on the customer’s side, with this stand out, disruptive campaign.

Rachel Swift, Tesco Mobile CMO, said: “This year, mid-contract prices increases are at their highest ever^ and when customers are facing a cost of living crisis they couldn’t have come at a more challenging time. At Tesco Mobile, the price our customers pay when they sign up is the price they pay for the life of their contract.”

Created by agency BBH, the tongue-in-cheek creative uses food puns to mirror customers’ outrage at seeing mid-contract mobile price rises.

Uche Ezugwu, creative director at BBH said: “As soon as I heard about this proposition, I knew this was too good an opportunity to pass up. It's not often you get to vent your anger on a poster and talk about mushrooms at the same time.”