PepsiCo has taken has taken over Tesco’s giant Wembley store for a larger-than-life out-of-home activation ahead of this year’s Champions League final.
Hosted by Wembley Stadium, European football’s showpiece event is famously sponsored by three of PepsiCo’s major brands: its flagship beverage Pepsi and Pepsi MAX alongside snacking brands Walkers and Doritos.
The head-to-toe store wrap sees the grocer’s Wembley superstore bedecked in Pepsi, Walkers and Doritos branding featuring the copy: “Grab a Taste of the Action.”
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Marking the first-ever time a Tesco store has been ‘wrapped’ for a promotional campaign, the partnership with the US FMCG giant has been unveiled less than two weeks before the crunch match between Real Madrid and Borussia Dortmund on 1 June.
According to Tesco, the collaboration will look to offer an “immersive experience” for its shoppers, with a series of “engaging activities, exclusive promotions, and the chance to win prizes” set to take place in the run-up to the match.
With the campaign brokered by Tesco Media and Insight Platform, a spokesperson for the supermarket said: “Our goal is to make every visit to Tesco Wembley a memorable one. Join us in-store to be part of the excitement and share in the celebration of the beautiful game.”
