Our brief from Tesco was to create a Christmas PR activation that shows Tesco understands its customers and is providing a little extra help over the festive period.

We commissioned research looking into the nation’s festive frustrations. This revealed that one of the most irritating jobs at Christmas is the task of untangling the tree lights, and that the UK town most frustrated by their knotted decorations is Wrexham in North Wales. So we employed the UK’s first ever ‘Christmas Tree Lights Untangler’ to make light work of this Yuletide bugbear.

We delivered a three-phased media plan to ensure we sustained the conversation and story over a longer period of time:

Phase 1: The search for the light untangler. We placed a job ad in a local Wrexham paper and sold in a news alert about the search for this expert.

Phase 2: We revealed how many people applied for the position and received over 100 applications. 

Phase 3: We revealed the successful applicant and filmed her advice on how to untangle lights