Mail Metro Media and Tesco teamed up to bring the Christmas spirit to commuters yesterday morning, with the launch of Metro’s gingerbread scented cover wrap.
Mail Metro Media says 50,000 copies of the festive-smelling front pages of the paper were hand distributed in cities across England and Scotland on 13 November, with the addition of a festive pop-up in London Victoria – featuring a gingerbread experience complete with choir dressed in Tesco Christmas jumpers, singing festive classics.
Metro says its partnership mirrors this year’s nostalgic Christmas TV ad from Tesco which sees the world turned into one built of gingerbread. Created by BBH London, it follows the story of Gary and taps into the key moments of the season, exploring the things that top up, or feed, our Christmas spirit, as well as the things that might see it start to waver, ultimately offering a message of togetherness, nostalgia and festive joy.
Natasha Acquisto, Metro’s head of innovation & partnerships at Mail Metro Media said: “At Metro, we pride ourselves on being a one stop shop for delivering effective, 360 creative solutions. This fun, fame-driving campaign shows the power of print possibilities when it comes to immersing the senses and creating standout for brands – alongside a perfect activation for disrupting the commute and ultimately, an epic Christmas launch!”
Alicia Southgate, head of marketing – seasonal and community at Tesco said: “This Christmas, we want to provide lots of little moments to help feed Christmas spirit for our customers. We hope that today's gingerbread papers provide a little lift for Metro readers and gets them feeling festive!”
Mail Metro Media says wider partnership activity includes national cover wrap of The i Paper, with full-site takeovers and further digital activity planned to appear across Metro.co.uk, MailOnline, iNews and NewScientist.com this week.
Bringing its campaign to life in stores, Tesco says it has pledged to donate 10p from every sale of gingerbread items this Christmas to food distribution charities, Trussell Trust and FareShare to help fight food poverty.
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