If you’ve ever sighed at a long receipt, Tesco’s got you covered this summer, literally.

To cheer on the England and Wales squads during Women’s Euros 2025, Tesco and BBH London rolled out a series of smart digital outdoor posters that look like ordinary grocery receipts… until you start reading the down‑the‑list acrostic. Hidden in plain sight, the first letters of match‑day snack items spell uplifting messages like “You’ve Got This” for England and “Ymlaen Garfan” (Welsh for “Come on team!”)

Why this works:

Ritual meets insight
Pre‑match shopping is a ritual; grabbing chips, dip, drinks etc. So Tesco makes that moment part of the game itself.

Cultural Relevance
It’s brand support disguised as a shopping list, putting Tesco at the heart of popular culture.

Viral potential
Those “Hey, look at this!” moments generate social chat and free publicity, and Tesco does it with zero shouting involved.

Brand-aligned cleverness
Tesco is practical yet playful. This campaign mirrors that perfectly: useful and creative.

What it teaches us in retail:

1. Look at overlooked touchpoints. The receipt is a great mechanic to convey a simple message and associated emotion.

2. Seasonal relevance wins. Hijack cultural moments, like the Euros, for maximum brand resonance.

3. Truth sells. This activation feels genuine because it celebrates what consumers actually do.

4. Simplicity is powerful. It’s not over-complicated but it is a smart creative twist on something ordinary.