BingoLotto, a mix of lottery, bingo games and entertainment, which aired on Virgin 1 and Challenge, folded a year ago, just six weeks after launch, following disappointing ticket sales through Spar stores.
Its Swedish parent company, IGS, blamed the collapse on its failure to secure a large-scale national retailer partner. It now hopes to benefit from Tesco's greater reach.
IGS will support Bingo-Lotto's comeback with an £8m campaign, spanning TV, press, digital and point-of-sale. The brand's marketing director, Fiona Hortopp, has appointed Team Saatchi and Saatchi & Saatchi X to handle the brief following a pitch against undisclosed agencies. Since winning the business, the Saatchi & Saatchi Group has become an equity shareholder in Bingo-Lotto, but claims it will still invoice for any work.
Media planning will be handled by Experience Communications, while Acknowledgement holds the digital creative account.
At least 20% of all Bingo-Lotto game-card sales will be donated to good causes. In Sweden, it has given more than £1bn to charity since its launch 15 years ago.
Tesco claimed the new deal with BingoLotto would not affect its existing relationship with National Lottery operator Camelot.
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