Tesco contest goes viral with 14 million TikTok views

Tesco has put out a casting call for Clubcard users to be the voice of its self-checkouts, to heighten the "thrill at the till" experience when they see the price of their shopping bill drop, thanks to the discount card. 

Created by Bartle Bogle Hegarty, the #VoiceoftheCheckout competition kicked off earlier this week (26 September) with Tesco influencers on TikTok.

Users can enter by "duetting" with the checkout to deliver their personal take on "Clubcard accepted" and "unexpected item in the bagging area".

@rosie_farfalla #duet with @Tesco #tescovoiceofcheckout hire me #foryoupage #britishhumour #british #meme #xyzbca #foryou #memestiktok ♬ original sound - Tesco

The best videos will be featured on Tesco’s TikTok channel before the ultimate winner is chosen to voice checkouts across the country.

Videos using the campaign hashtag (#TescoVoiceOfCheckout) have 13.7 million views and more than 1,000 entries have been created. The original video has hit 1.2 million views with 170,000 likes and 5,000 comments.

The creative team included George Robb and Sophie Taylor, with Christine Turner as creative director.

“We're thrilled to have launched on TikTok. It’s really important to us that everything we do is distinctly Tesco and native to TikTok at the same time,” Dan Porter, head of content, social and consumer PR at Tesco, said. 

“Giving customers the chance to become the voice of our checkouts and £100 of Clubcard points feels like a great balance of helpful, rewarding, fun and engaging content. We can’t wait to see how creative our customers get.”

Luke Abbott, account director at BBH, added: “Through social listening, we know that Tesco Clubcard members love talking about the deals they’ve discovered and savings they’ve made. The sound of the voice at the checkout saying ‘Clubcard accepted’ provides a little hit of dopamine.

“Now we’re reflecting that back to fans with the #VoiceoftheCheckout campaign, which we hope will also give this audience a thrill.”