Tesco drops the weekly shop straight into Uber Eats’ bag

Tesco and Uber Eats have launched a nationwide grocery delivery campaign built around a striking piece of outdoor advertising: a Tesco billboard appears to have slipped from its frame, dropping the weekly shop directly into an oversized Uber Eats delivery bag.

Created by Mother, with PHD handling media and Grand Visual delivering the special-build execution, the campaign is designed to make Uber Eats front of mind when shoppers want to order Tesco groceries.

Tesco keeps its familiar white branding and product photography, while Uber Eats contributes its instantly recognisable green bag. The creative turns the physical structure of the billboard into a demonstration of the service.

The idea extends beyond the special build. Large-format digital OOH is running across the UK, supported by cover wraps across major commuter titles to give the launch national reach.

The work continues Tesco’s recent habit of making the media format part of the idea. Earlier this year it turned a King’s Cross billboard into a pick-your-own flower display, while its more recent strawberries and cream van brought another familiar grocery ritual into the real world.

For Uber, the campaign also follows Mother’s sunbed-inspired Reserve campaign, another piece of outdoor work built around a behaviour people recognise at a glance.

Credits: Mother, PHD and Grand Visual.

Subscribe to the famous newsletter and get the best campaigns in your inbox