Granny Smith
Award: Wood Pencil
Wood Pencil / Writing For Advertising / Press Advertising / 2006
This print execution appeared as part of the ongoing ‘Every Little Helps’ Tesco campaign, and ran across national press and women’s weekly titles. It explores the misconception that in order to get good quality in life you have to spend more. Tesco’s down-to-earth tone of voice and clean, unfussy art direction encapsulate the thought that you don’t need to pay over the odds for quality. In a market where competitors increasingly define themselves as ‘Price’ or ‘Quality’ players, this execution combines both elements to portray a message of true value for money.
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