BBH Live launched a new spot for Tesco which opens with the question “Can your shopping basket help you find love?” before attempting to prove that’s not as crazy as it sounds.
To answer the question, the agency enlsited psychotherapist Rachel Morris and sent out a call for single non-actors (supposedly) and asked what they’d put in their shopping basket for a Friday night at home with a budget the equivalent to about thirty dollars. Morris then analyzed the answers and played matchmaker, setting people up based on perceived compatibility based on the question. (Participants were first divided into four groups: younger, older, gay men and gay women.) Then, BBH Live and Tesco introduced the couples at the Hemel Hempstead store before sending four of them out on dates. When the participants were then interviewed, responses ranged from “It was a good match” to “Eh, it was alright,” followed by a frown, with half of the matches a success according to the agency. BBH Live then compiled the footage into a cute and entertaining clip offering a glimpse into some couples who were a good match and some who were not quite that. So far it seems to be resonating with viewers, as the video is approaching 10 million views on Facebook and has over 800,000 views on YouTube in less than a week. They did, however, miss out on a golden opportunity to use The Raincoats‘ classic “Fairytale in the Supermarket.”
“It was all based around two insights,” BBH’s Kate Murphy told Adweek. “One: that what’s in your shopping basket says a lot about you as a person. And two: that you are more likely to find love in a supermarket than a nightclub. We then just worked out a process of how we could test that.”
She added that she hopes viewers will “feel that Tesco has been brave and gone against the grain by talking about singles, rather than pushing out the same old couples messaging.”
Credits:
Client: Tesco
Agency: BBH Live
BBH Live Creative: Kate Murphy
BBH Live Creative Director: Mara Vidal
BBH Deputy Executive Creative Director: Caroline Pay
BBH Live Strategist: Becky Dailey
BBH Live Account Director: Valdemar Domingos
Head of BBH Live: Ben Shaw
BBH Producer: Laura Graham
BBH Assistant Producer: Mary Lou Newnham
Production Company: Black Sheep Studios
Director: David Stoddart @ Dark Energy Films
Executive Producer: Anthony Austin
Producer: Phil Barnes
DoP: Denis Madden
Post Production: Unit
Editor/Editing House: Black Sheep Studios
Sound: Unit