28 Oct Who does the logo belong to?
Who does the logo belong to? Although the letters have been replaced by fruit and vegetables, we think most people will be able to figure it out. But it’s triggered some fierce debate (especially on LinkedIn)!
At Alder and Alder we enjoy a logo-based puzzle, so this Tesco campaign looks like a smart move to us. But there are a lot of people on LinkedIn (who work in marketing or design) who think Tesco have taken a step too far with this campaign. They think the public won’t be able to crack the food-related code (each food item represents a letter), and figure out it’s the Tesco logo. They think people will be left confused.
Having spent years challenging our LinkedIn connections to seasonal logo quizzes, we disagree. There are a couple of reasons we think it’s a winner.
1. People like a challenge
People like solving puzzles (as long as they don’t make them feel stupid). (Have you seen how many quiz shows there are on TV?) And if they can’t name everything straight away, they’ll be thinking about it longer – and asking their friends. (A definite bonus for an advertising campaign!)
2. It will make people smile
It’s fun. Solving it will make people smile. And if you are making people smile, you have their attention. In a crowded, noisy space, getting the attention of potential customers is incredibly valuable.
You may not be putting up billboards and running a national media campaign, but you can still learn a lesson from Tesco. Think about how you can engage your customers and stand out in a crowded and competitive market.
If you would like to have a chat about how to do this, it would be great to hear from you.
We’ve been doing this for (almost) 20 years, so we’re always happy to share some of that experience. We make time in our schedule every week for these conversations, so drop us an email and we can arrange something.
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