Cannes Lions

Brits Roam Free

BBH, London / TESCO / 2023

Digital Proof JPG
Digital Proof JPG
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Overview

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Credits

Overview

Background

Tesco Mobile customers could use their mobile data for free in Europe.

So to tell British holidaymakers heading abroad, who are famed for liking British cuisine in Europe, we encouraged them to search for British comforts in Europe. Sorry Europe.

The campaign, which ran in a series of outdoor posters, DOOH, press and social, poked fun at how Brits behave abroad by showing the sort of things they could use their free mobile roaming to find out. Like how to commit sacrilege and ask for ketchup in Italy. Or how to test the patience of French waiters by asking for steaks well done, in French.

Outcome

In a series of internet searches, we demonstrated how British holidaymakers, famed for liking British cuisine in Europe, could search for British comforts in Europe. (Sorry Europe.) The campaign poked fun at how Brits behave abroad by showing the things they could use their free mobile roaming to find out. Like how to commit sacrilege and ask for ketchup in Italy.

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