Tesco has kicked off an inventive Out Of Home (OOH) campaign to cheer on the England and Wales women’s national teams during the Women’s Euros — and it’s doing so with a twist that blends everyday shopping with subtle fan support.
At the heart of the campaign are acrostic-style shopping receipts that double as secret messages of encouragement. Items like tequila, hot dogs, BBQ sauce, crisps, and lemonade appear to be part of an ordinary matchday shopping list — but their initials reveal uplifting phrases such as “You’ve Got This” or “Ymlaen Garfan” (Welsh for “Go Team”).
This digital OOH campaign is strategically aimed at supporters hosting watch parties at home, turning everyday grocery runs into small acts of fandom. By embedding messages of encouragement into shopping receipts, Tesco taps into the culture of matchday rituals — from setting up snacks to gathering friends around the screen — while highlighting its role as a go-to destination for game day essentials.
More than a marketing gimmick, the campaign reflects Tesco’s broader commitment to supporting women’s sports. It’s a smart, playful, and meaningful way to rally national pride and amplify visibility for women’s football, which continues to fight for the attention and respect it deserves.
With this initiative, Tesco scores a creative goal, proving that even something as ordinary as a receipt can carry a powerful message.
