Every little bit of luck helps.

That is the ethos behind Tesco’s playful football-focused campaign, created by BBH.

The supermarket giant is tapping into the nation’s collective nerves by tapping into the superstitious nature of British footballers.

While we might be aware that it's batshit crazy to believe an England victory is dependent on lucky socks, a fully grown man wearing a full England kit, or touching wood when thinking about, let alone predicting an England victory. This is the energy that makes a World Cup such a special shared experience and a cultural currency tapped into with creative flair by Tesco.

As long as England stay in the tournament Tesco is replacing everyday fixtures in their Wembley Extra store  with solid wooden versions. While a solid wood 6-sheet poster outside the store will make it even easier for shoppers to ‘touch wood’ for luck.

Shoppers will find specially crafted wooden trolley handles, basket handles and till dividers across the store. For the ultimate good luck charm, an entire checkout lane (the famously lucky number seven) has been completely transformed into a wooden monument to good fortune. And of course, till 13 will be removed. ,

Carved into each wooden fixture is the line, ‘England needs you. Touch here for luck. Every little helps’, a nod to the brand’s wider ‘Need anything from Tesco?’ campaign that rolled out earlier this year. 

When England fans and players face a mountain of match, Tesco is helping where it can.