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Tesco mobile - "Spag bol in Italian" / "French for builders tea" / "Is jambon ham or jam" - print and social

This collection of headlines perfectly sum up the phenomenon of Brits traveling abroad, at some point they'll miss a little taste of home, and what better way to find out how to ask for it in the local language than to search for it?


With Tesco Mobile's "Home From Home" roaming that customers can enjoy this year in the EU*, they're free to ask as many stupid questions as they want. Like ‘what’s French for builders tea?’ and ‘Spag bol in Italian?.’

I actually had to ask copywriter Marc Rayson what the latter meant, as I'm not familiar. It's how they say spaghetti bolognese, which makes that one possibly the funniest headline of the lot. I am quite partial to "is jambon ham or jam" as well. In fact, they're all hilarious. I wonder what the questions would be if we had more tourists from Britain in Sweden? "how do you say pub in Swedish?" It's "pub", for the record. The campaign runs on billboards, digital billboards, and in social media channels from the 4th of July to the 5th of September.

Agency: BBH

Campaign: Roaming

Advertiser: Tesco PLC

Brand : Tesco Mobile

Media Type: Integrated Media/360 Activation

Chief Creative Officer: Alex Grieve

Executive Creative Director: Helen Rhodes

Creative Director: Uche Ezugwu

Art Director: Callum Prior

Copywriter: Marc Rayson

Business Leader: Sarah Rodrigues

Account Director: Keren Jones

Account Manager: Georgia Hanscott

Strategy Director: Ed Kurland

Strategist: Alex Elder

Producer: Ruth Armitt

Assistant Producer : Micah Waring

Designer: Adam Buckland

Artwork & Animation: Wellcom

Media planning/buying: MediaCom


















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