Tesco · BBH London · August 2026
Half a million Tesco Clubcard members are sitting on at least £100 to spend with Reward Partners. The problem is many may not realise what that value could become. So Tesco made the invisible impossible to overlook, surrounding shoppers with mountains of holidays, restaurant furniture and family days out representing the rewards already waiting in their accounts.
Challenge
Clubcard Prices give shoppers an immediate and highly visible benefit, but points and vouchers can quietly accumulate in the background. Tesco wanted to remind members that everyday shopping may already have earned them meaningful savings on holidays, meals out and family experiences.
Strategy
Rather than frame Clubcard points as rewards customers should keep collecting, Tesco reframed them as value they already possess but may have overlooked.
The weekly shops have happened. The points have accumulated. The opportunity was simply to reveal what those abstract balances could become, turning forgotten loyalty value into tangible experiences customers might already be able to enjoy.
Execution
BBH literalised Know What You’re Sitting On by placing customers amongst enormous physical representations of their rewards.
Inflatables and umbrellas become holidays. Tables and chairs become meals out. A rollercoaster becomes family days out.
Working with The Glue Society through Biscuit Filmworks, the team built the sets rather than creating them in post, giving invisible Clubcard value deliberately excessive physical scale.
Campaigns That Used Similar Tactics
Reframe Value — Change what something is worth by changing how people measure or interpret its value
Gamer Loan — Banco del Pacífico treated gamers’ accumulated digital possessions, purchases and progress as financial evidence, recognising value that conventional lending criteria overlooked.
IKEA Dollar Catalogue — IKEA reorganised its catalogue around price rather than product category, turning affordability itself into the navigation system and making small budgets feel surprisingly powerful.
Mind the Gap — BVG translated Germany’s gender pay gap into the price of a train ticket, making an abstract financial disparity visible through an everyday transaction.
Unlock Hidden Value — Find overlooked value already sitting inside an existing asset, allowance, entitlement or behaviour
Save The Day — Grupo Pulsa turned Brazilian workers’ existing entitlement to paid leave after donating blood into something gamers actively valued by aligning donation days with major game releases.
Air Drop — Siemens transformed passengers’ unused baggage allowance into humanitarian capacity, redirecting spare kilograms towards transporting water into drought-hit Cape Town.
Friskmatsbidraget — Picadeli found new value inside Sweden’s existing workplace wellness allowance, connecting money already allocated to employee health with healthier eating.
The Question That Could Get You There
What value are our customers already sitting on without realising it?
