The Media Vehicle Enters Tesco Stores

Retail media company The Media Vehicle has secured the contract to install a network of floor posters in 200 Tesco stores around the country.

Unilever will be the first advertiser to use the Tesco sites and is to promote its new Exotic Fragrances comfort softener over a four week period. The campaign, which is a spoof of Dior’s J’adore promotion, will be supported by 6-sheets and a burst of TV activity.

European managing director of The Media Vehicle, Lee Collins, said: “The Tesco roll-out is a key piece of the jigsaw for The Media Vehicle, creating the most robust grocery package to date. No other advertising channel can offer such a powerful point-of-sale media opportunity.”

Clare Smith, advertising manager at Tesco, added: “This in-store media allows you to reach shoppers when the message is most relevant to their immediate behaviour. Couple this timing with the scale of Tesco and you have a really compelling media opportunity.”

Earlier in the week, Posterscope announced the launch of a new ambient division called Hyperspace to focus on non-traditional out-of-home media. As well as carrying out research into how to plan and buy mainstream ambient campaigns, the division will concentrate on providing bespoke client solutions for new and developing outdoor opportunities (see Posterscope Goes Into Hyperspace).

The Media Vehicle: 0207292 6800

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