Tesco enlists the help of 60s mods, 70s roller girls and Mr Blobby to celebrate 100 years of ‘great value’

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Tesco is celebrating its centenary year with an advertising campaign featuring iconic moments from across the decades to highlight the supermarket’s history of offering customers “great value”.

Bearing the strapline ‘Prices that take you back’, the ads feature& 90s legends Mr Blobby and Wolf from Gladiators, as well as cult figures such as 60s mods on mopeds and 70s roller girls shopping at Tesco stores.

Speaking to Marketing Week on a press call earlier this week, Tesco boss Dave Lewis said the campaign &- created by its agency BBH &- is just one of a “number of ideas” of how to celebrate the centenary, although he would not be drawn on its other plans.

“The centenary is all about 100 years of great value. It is a very important milestone,” Lewis said. “This is a brilliant British business that was built up by focusing on customers. That is what we want to get back to.”

READ MORE:& Tesco credits strong brand engagement as Christmas campaign helps boost sales

The TV ad will debut this evening (11 January), with the campaign spanning out-of-home, print, radio, social and digital activity.

Some aspects of the campaign, including print and in-store, launched earlier this week (7 January). Tesco says it

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