Supermarket Sweep x Tesco
Since the 1990’s when Supermarket Sweep first hit our screens, the parameters around brands, broadcasters and production companies engaging with each other has advanced beyond recognition. Is this first peak time rebooted ad-funded format the way forward for ITV?
It’s not often you get the chance to reboot an entertainment classic. With a little help from Tesco and with all the neon and pastel luminance of a 90’s Miami nightclub, Rylan Clark-Neil supporting a perma-tan even Dale himself would have been proud of, Supermarket Sweep returned to UK television screens on Monday night with a fanfare in social media, usually reserved for the likes of a Love Island, managing to secure three times the slot average on ITV2.
Now, I must first confess that it was on a cold November evening last year that I first learnt that the format for Supermarket Sweep was being touted around as a nostalgia format suitable for a reboot. Having worked across the content and entertainment industry for much of my career and been responsible for nearly every flavour of branded content from brand owned and produced shows at Red Bull, to the only ever BAFTA award-winning branded content film at Bombay Sapphire, via Zoella and some hair related “influ-entertainment”, to some god awful rather forgettable AFP’s that shall remain nameless, I was excited.
Back a good horse with a strong bloodline
Supermarket Sweep, however, has to be the closest thing to a mainstream peak time entertainment format, that can so seamlessly integrate with a brand. The clue was in the title all along and it was always destined for commercialisation and a decent brand partnership. I like an opportunity and at the time the classic 1990’s show was playing out on Amazon and watching as a casual observer, it appeared to be “doing the numbers” (as my old boss Chris Gillett used to say), featuring in the top ten of game shows being played out. I was fairly new into my role as head of content at Tesco, I was finding my feet and thought nothing more than “wouldn’t it be cool if Tesco could do a brand integration into this iconic format?” After all, (as Chris also once said) it’s always good to back a pedigree (90’s Supermarket Sweep) with a strong a bloodline (Fremantle/ Thames) and good trainers (Samantha Glynne and Phil Harris)…too many horse analogies? I’ll continue…
Fast forward a few months to February and I’m sitting in Fremantle’s London HQ discussing the intricate details of Mr Blobby with the VP of brand entertainment, having had Blobby just feature in the kickoff to Tesco’s centenary campaign. “That’s the original suit you know, it’s delaminating under the arms, you can see the stitching, and it has a unique picant of a scent — burnt rubber with a hint of Will Carling’s jockstrap…Ewwwww”. The thought occurred that as we had nostalgia at the heart of Tesco centenary campaign based around prices that take you back, wouldn’t it be great to bring back an entertainment format from that era to create a deeper engagement with customers? The rest is history as they say.
Sponsorship just isn’t the same
The astute viewer (media geek) will have noticed this isn’t a sponsorship as such, the suffix “brought to you by” is reserved for advertising-funded programming where the commercial arrangement sits between production company and brand. I’ve always been a fan of this type of arrangement and still yet to see all but a very small handful of agencies improve or add value in this space, be that from a creative or media perspective. Being able to recite OFCOM guidelines on product placement and AFP’s might get you a seat at that table but it does not make you a programme maker — especially when you are in the room with arguably the world’s finest format factory and creative minds to boot.
…many agencies look to make a quick buck by facilitating deals and attempt to “add value” between brands hungry to be part of programmes and the actual programme makers. It’s not the ad break, so by using all their knowledge of advertising in an editorial context…it’s no wonder so many brand integrations/partnerships come up short and miss the mark. Programme makers make programmes, so if you are a brand looking to make something of entertainment notoriety go meet the producers directly and make friends. It will save you time, money and you might have half a chance of a hit format on your hands.
Since the 1990’s when Supermarket Sweep first hit our screens, the parameters around brands, broadcasters and specifically production companies engaging with each other has advanced beyond recognition. I’m not talking sponsorship here. Not everyone is a Red Bull Media House making their own content and neither should they be. I previously discussed why every brand needs a healthy relationship with a decent programme maker here. There’s a new world of branded entertainment partnerships emerging as the market matures and the cream rises to the top. Good news if you are a brand or a broadcaster. Just make sure you remember the entertainment bit first and foremost. The differences aren’t as pronounced as when dealing with an established format but when it comes to developing joint IP for exploitation the benefits for working in cahoots with production companies are tenfold, on entering a bidding war for just sponsorship rights. It’s interesting to see many of the big talent agencies also entering this space — more on that another time.
I will certainly be an avid viewer over the next few weeks and, having now ended my maternity cover role at Tesco, intrigued as a punter as to how it will play out. Will the initial viewing figures tripling the slot average on launch night translate into positive brand measures and sales uplift? Will the famous pastel sweatshirts be on sale in a Tesco near you as special buy and create a cult item of clothing to show off on Instagram with? Will the 8-bit Snapchat Supermarket Sweep game become reality? Or will the crushing of a few grapes be too unpalatable and crackerjack for the brand? Who knows. With the passionate and dedicated team in place at Tesco, I’m sure the true amplification and integration is still to be seen. As with all good branded entertainment partnerships, the closer and more integrated into the customer journey you are, where both parties share in exploiting the IP, the more chance there is of success in cementing the entertainment value back to hard business numbers. The jury is still out on M&S having Ant & Dec as the voice of the self-checkout as good amplification of BGT but they pushed the boundaries hard.
One thing is for sure, Supermarket Sweep is a seminal moment in Rylan Clark-Neils career. Along with Sweep, Strictly Come Dancing and Ready Steady Cook confirmed he is well on his way to be in the upper echelons of TV talent reserved for a handful of familiar faces. It’s like 1996 all over again. Speaking of which I’m off to meet with Ring doorbell people to see if they want in on a reboot of Noel’s House Party….(with Fielding, not Edmunds obviously). “Who’s that at the door? Let me check my phone… It’s only Sammy Shammy!”
Published By
Al Berry is a BAFTA award-winning content marketing professional with a depth of experience working with global brands, media owners and broadcasters spanning over 18 years. Founder’ of the other BBC, The Brentford Brisket Club, he writes and speaks on branded entertainment, transformative content marketing (and occasionally brisket recipes).
Originally published at https://www.linkedin.com.
