Tesco is celebrating its 30th anniversary of the Clubcard loyalty scheme by becoming the headline sponsor of the popular television show, Britain’s Got Talent. This partnership aims to connect Tesco's longstanding commitment to customer loyalty with the vibrant entertainment of one of the UK’s most beloved talent competitions.
January 2025 marked the official announcement of this sponsorship, making the alignment timely as Tesco leverages this celebration to engage with its customer base. The collaboration emphasizes Tesco’s Clubcard initiative within the framework of the show, which will kickstart with its upcoming season on February 22.
Developed alongside marketing agency BBH London, the new campaign integrates Tesco Clubcard branding seamlessly with Britain’s Got Talent's visual identity. Viewers of the show will see the recognizable Tesco logo where it counts most: on-screen, right alongside the show's iconic buzzers. This audacious partnership aims to captivate the attention of viewers, enhancing the Tesco Clubcard visibility across multiple platforms, including social media and various digital formats.
Tesco Group customer director, Becky Brock, expressed her enthusiasm about the collaboration, stating, “We are so excited to be this year’s headline sponsor of Britain’s Got Talent, and we feel like Clubcard and Britain’s Got Talent are an ideal match.” She indicated her anticipation for fans to take part not only in the show but also to enjoy special activities and surprises throughout the season, created to commemorate the 30 years of Clubcard.
Alongside the sponsorship, Tesco is implementing exceptional offers to celebrate its milestone. The supermarket chain has entered a partnership with easyJet holidays to present Clubcard members with extraordinary rewards. Shoppers who use their Clubcard vouchers for bookings with easyJet holidays will earn additional loyalty points—10,000 points, to be precise—turning it equivalent to £100 to spend at Tesco stores.
This promo doesn’t stop there. By utilizing vouchers with easyJet, Clubcard holders could exchange their points for double the value. If they convert £300 worth of Clubcard vouchers, they can receive £600 credit for their holidays, doubling every penny spent. The condition is straightforward: members must exchange a minimum of £5 of Clubcard vouchers for the easyJet holidays credit by April 13, 2025.
Brock hailed this partnership as “amazing.” She continued, “If you are thinking of jetting off to the sun this summer, then this is the perfect chance to reward yourself with Tesco Clubcard.” This mutually beneficial relationship paves the way for customers to travel affordably, giving them the incentive to plan vacations using their accumulated loyalty benefits.
Chris Brown, Head of Marketing at easyJet holidays, added to the excitement, noting, “We’re delighted to be part of Clubcard's 30th anniversary celebrations, offering customers the opportunity to travel to Europe's most loved destinations whilst earning additional points.” With this collaboration, the two brands hope to draw customers not only to stores but also to dream vacations.
While Tesco embraces these exciting new initiatives, they also announced changes to one of their services. The supermarket has decided to phase out its Tesco Pay+ app feature, which allowed customers to pay seamlessly within stores. Starting March 7, customers will need to revert to scanning their Clubcard separately at checkout. This transition aims to streamline operations at stores, though it may come as disappointment to those who enjoyed the convenience of all-in-one payments.
Tesco assures its customers they can still easily access Clubcard benefits through the app, compatibility with Apple and Google Wallets remaining intact for storing their loyalty cards. This year promises to be unique for Tesco Clubcard members as the supermarket chains commemorate decades of customer loyalty through integration with popular culture and fantastic rewards with partners like easyJet.
With these strategic moves, Tesco aims to solidify its position as the go-to retail choice for savvy consumers as it ventures forward from the past 30 years, offering irresistible benefits through its renowned Clubcard.