Tesco says it's 'About Bloody Time' in campaign introducing bandages with diverse skin tones

Print campaign from BBH supports new product design inspired by a tweet

Published On
Feb 26, 2020

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"About bloody time" is the bold tagline of a new new print campaign from Tesco, supporting its move as the first U.K. supermarket to store bandages with a diverse range of skin tones.

The retailer announced this week that its own range of bandages (known as "plasters" in the U.K.) will be available in light, medium and dark tones. Tesco said it created the range after one of its employees noticed a tweet that went viral, in which someone stated their emotional response to finding a bandage that matched their skin tone for the first time. The supermarket added that BAME (black and minority ethnic) employees had contributed to the development of the new product's design. 

To mark the launch, BBH has created print ads to run in press and digital OOH for the next two weeks. The ads, which went live in newspapers including the London "Evening Standard" and "Metro" on Monday, feature the tagline as well as images of the bandages on dark skin, half covering the word "bloody" (which is considered a semi-serious curse word in the U.K.). 

"The UK’s biggest retailer have just moved the dial on something that needed to change," said BBH creative director Uche Ezugwu in a statement. "We created a campaign that is bold and visually impactful, hopefully making it hard to ignore."

Credits

Date
Feb 26, 2020
Client :
Tesco
Agency :
BBH-London
Group Marketing Communications Director :
Emma Botton
Head of Consumer PR :
Sarah Parmar
BBH Creative Team :
Dan Seagar
BBH Creative Team :
Steve Hall
BBH Head of Art :
Pablo Gonzalez de la Pena
BBH Creative Director :
Uche Ezugwu
BBH Creative Director :
Tom Drew
BBH Art Producer :
Ruth Armitt
BBH Design :
Rob Wilson
BBH Strategist :
Thandi Mbire
BBH Strategy Director :
Margherita Tuvo
BBH Business Lead :
Patrick Netherton
BBH Account Director :
Matt Sims
BBH Account Director :
Aymara Blanco
BBH Account Manager :
Zoe Harris
Photographer :
Emily Stein
Agent :
Wyatt-Clarke & Jones
PR Agency :
Splendid Communications
Creative Agency :
BBH
Media Agency :
Mediacom

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