Back in 1990, supermarkets were pretty different places, banks were still the place to bank, organic food was exclusively for hippies, nectar was something bees liked and Jamie Oliver was bonding with asparagus at catering college.
It was also a more primitive age for supermarket advertising.
Retailers and the ad industry had always made uneasy bedfellows, but supermarkets – with their steely-eyed focus on price and product – were the ultimate expression of this apparent incompatibility.
Tesco and its agency Lowe, however, were eyeing up a collaboration with Dudley Moore that would change the landscape for good. It would also launch the supermarket on the rise to brand stardom that, in 2005, sees its employees rolling in bonus cash.
The first ad set the quirky, slightly shambolic tone for a campaign that would stretch across 10 executions. Moore, briefed to find some French free-range chickens by his mysterious boss, drives to a French farm. He strikes a deal with the farmer, only to discover that his chickens, being free range, are ranging freely elsewhere.
Moore and farmer then head off into the woods to find them (Moore clucking softly in his best "come hither" way), so beginning a journey that would last almost two years.
Throughout the campaign, Moore maintains a good-natured, slightly confused, mildly disorganised air that is both amusing and endearing.
The other stroke of genius was to weave a series of products into this gentle narrative – building a tone of voice for the brand and underlining Tesco's quality leanings, while still satisfying the supermarket's craving to show the goods.
Naturally, the series ended on an eccentric note. Moore finds the stray chickens and, driving them back to Blighty, reminisces fondly about his quest – before coming over all sentimental, stopping the van and releasing the cluckers.
Beautiful.
Steve Stretton is creative partner at Archibald Ingall Stretton.
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