TravelSupermarket has launched its first integrated above-the-line campaign in seven years in its 20th anniversary year.
Created by Meanwhile, ‘A Supermarket. For Travel. Obviously,’ stars actor Shaun Williamson (best known as Barry from Eastenders) and a talking pug and launched with a burst of TV activity from Boxing Day across channels such as ITV, Channel 4, Channel 5 and Sky, supported by radio (voiced by comic Isy Suttie), OOH and digital too.
The campaign aims to put the holiday comparison site top of mind for holidaymakers. Each execution spells out just how abundantly clear it is that the business is a one-stop-shop for comparing and finding the best deals on holidays, car hire, travel insurance and more.
The comedic ad is set on a bus, with each random passenger chipping in to help our seemingly ill-informed main character with her search for “the best deals” for a holiday. Each contribution points to TravelSupermarket naturally, which escalates from the passengers’ recommendations, then to the driver, to Williamson and finally to the talking dog who speaks with a subtitled bark.
The ad was directed by Chris Cottam through Chief, with audio elements by Mark Hills through Factory, and media planning and buying by Brazil Street.
“The new campaign is funny but has also been designed as a vehicle that can run and run and create a level of familiarity and fame that’ll make the brand a first point of call for consumers,” said Tim Jones, CCO and co-founder at Meanwhile.
“When we started working with TravelSupermarket, we quickly realised that by name their business proposition and benefit to consumers felt quite…well…obvious.”
Steve Seddon, CMO at TravelSupermarket added: “Coinciding with one of the biggest holiday booking periods for our customers, the brand-new campaign highlights just how much of a ‘go-to’ brand TravelSupermarket already is in the British consciousness. I love the advert as whilst it demonstrates the breadth of products TravelSupermarket offers, it is delivered by Barry from Eastenders and a talking dog!”
