Christmas was already the period that makes or breaks a retailer’s year, the time when supermarkets throw everything they have at their biggest and most creative campaigns.

In a 2020 dominated by COVID-19 the importance of Christmas – to Tesco and to shoppers – was amplified. Fewer shopping trips raised the stakes in a competitive market, and the nation’s appetite for some light relief was huge.

In an incredibly uncertain period Tesco concentrated on the ingredients that have so consistently proven successful in the past: standing out from the crowd with a campaign built to generate buzz and get the nation talking, and taking a creative cue from the needs of shoppers.

‘No Naughty List’ campaign encouraged shoppers to treat themselves regardless of any little lapses through 2020, ‘because this year at Tesco there is no naughty list.’

The centre of this campaign was a hugely-ambitious media partnership with the most talkable and joyful TV programme of the season, and the one that best embraced the ‘No Naughty List’ spirit, I’m A Celebrity Get Me...