The re-carding activity will distribute the new Clubcard and key fobs to more than 14m customers over the coming weeks.
The direct mail pack, distributing new-look Clubcard, aims to stimulate use of the new card by reminding customers of the array of rewards redeemable against the points collected. The mailer lists the more unexpected benefits including hotel breaks, days out and flights worldwide.
A staff communications campaign will run parallel to the consumer launch to drive employee engagement. Posters, mousemats, Post-It notes, puzzles and a competition make up the campaign designed to get staff excited about the launch of the new Clubcard.
A mailing pack will also be sent to all Tesco staff containing two key fobs which they can use to help collect points faster on their Privilegecard account.
Alison Wright, senior marketing manager at Tesco, said: "The refresh of the card marks a contemporary yet subtle makeover for Clubcard. The supporting campaign reminds customers of the benefits of being a Clubcard member. The new key fob design also helps customers by reminding them to use less carrier bags."
Matt Atkinson, CEO of EHS Brann, said: "The re-carding execise replaces cards that have been in use for over three years and raises awareness of the scheme's benefits. The staff element, supporting the customer mailing, will combine to generate a powerful impact, which will stimulate card usage even further."