Tesco has launched its 2025 Christmas campaign, ‘That’s What Makes It Christmas’, celebrating the festive season’s glorious chaos. Premiering today, November 12, across the brand’s social channels and via Clubcard emails before airing on TV, the campaign moves away from the single hero film format shoppers are accustomed to, opting instead for a series of standalone 10, 20 and 30-second films.
Created with BBH London, each vignette spotlights different families and their perfectly imperfect festive moments, from Secret Santa dilemmas to overstuffed fridges and fiercely competitive board games.
Felipe Serradourada Guimaraes, executive creative director at BBH said: “We say we haven’t had a truly great creative year until we’ve delivered a great Tesco Christmas campaign. This year, we’re reframing and revelling in the reality that Christmas isn’t made by those picture-perfect, frameable moments. It’s during the messy, weird and unscripted chaos where the Christmas spirit really kicks in, and that felt like a different take on the festive season.”
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Directed by Jeff Low and produced by Biscuit Filmworks, the films are scored with Holly Jolly Christmas and narrated by comedian John Bishop. Low explained: “The creative team at BBH had a good idea. The sort of idea you think, “has nobody done this before?” I filmed that idea as faithfully as I could, and I think it worked out pretty well because I didn’t get cute about it. I honestly just tried to craft a story that conveys that initial idea.”
For the first time, customers can tap into the creative in-store, with hand-drawn Christmas cards from the estate of Robin Shaw and tongue-in-cheek F&F jumpers answering awkward festive questions such as, “Yes, I’m still single”.
With media led by EssenceMediacom, Tesco is also partnering with Channel 4’s Gogglebox to spark a national conversation about the UK’s ‘That’s What Makes It Christmas’ moments, supported across AV, audio, press, out-of-home, digital and social.
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