The Tesco Experts: A Seven-Year Journey in Advertising
For seven years, the Tesco Experts campaign was a staple of Polish households, seamlessly blending humor, relatability, and persuasive advertising into a long-running multimedia project. It was more than just a marketing strategy. But it was an immersive storytelling experience, engaging millions through over 200 commercials, countless radio spots, billboards, and in-store materials. Behind this success lay an intense creative process, demanding agility, precision, and the ability to evolve with both audience expectations and brand objectives.
From Concept to Cultural Phenomenon
The campaign’s foundation was built during a competitive pitch, where Tesco opted for a unique approach: rather than relying on traditional spokespersons, they would introduce a group of in-store experts. Realistic, everyday characters who could guide customers through promotions and products in a easy-going way. Our goal was to ensure these characters felt authentic, not like artificial marketing constructs. We wanted viewers to see someone they recognized, perhaps their neighbor, their uncle, or a friend. And it worked.
Crafting Characters That Stuck
The Experts—Henio, Krysia, Tadeusz, and Młody—each brought their own personality to the mix, shaped not just by careful design but by a dynamic creative process that evolved as we worked with the actors. Henio, for instance, was played by an actor who, despite having a narrow acting range, embodied the role so perfectly that we leaned into his natural charisma. His character became an anchor of the campaign, which later led to the introduction of Krysia—his no-nonsense yet endearing wife, designed to broaden the campaign’s appeal, especially among female audiences.
Krysia was a unique challenge. While humor at the expense of male characters was widely accepted, female characters had to be handled with care. There was a fine line between making her amusing and risking unintended offense. The real difficulty, however, came with her design. Since the male animators on the team struggled with subtleties like makeup and realistic clothing choices, I found myself unexpectedly stepping in to refine her look. At one point, I even applied her makeup directly onto her 3D skin texture because early attempts left her looking more suited to a cabaret than a family-friendly supermarket ad. It was a lesson in attention to detail, but also a testament to the collaborative effort that made the campaign work.
One of the most rewarding aspects of the campaign was the creative freedom we had from Tesco. This allowed us to push boundaries and create commercials that stood out in the advertising market. Where else could you see a supermarket character attempting to invade Bonn, build the Friendship Pipeline out of toilet paper, or escape life’s troubles on an electric lawnmower? The ability to inject this level of absurd humor into a retail campaign was a rare and thrilling opportunity.
Henio himself had an unconventional beginning. Designed by Sebastian Pańczyk as a rather unremarkable, slightly scruffy older man, he was initially met with skepticism by the marketing team—particularly the female executives, who weren’t convinced by his charm. However, fate intervened. As Henio’s design was displayed on a computer screen, the CEO of Tesco Poland happened to walk by, took one look, burst out laughing, and declared, “This is the guy!” And just like that, Henio was becoming an iconic figure in Polish advertising.
Tadeusz, on the other hand, stirred up an entirely different discussion. We decided to give him a light Cracovian accent to enhance his relatability and distinctiveness. Surprisingly, this detail led to viewer complaints, as some felt regional dialects had no place in national advertising. But we held our ground—authenticity was key to the campaign’s success, and Tadeusz’s accent remained.
Młody (Youngster), the youngest of the Experts, underwent the most visible transformation. His initial design failed to connect with younger viewers, so we refreshed his look with a trendy haircut and a more youthful appeal. The change paid off. Making him more relatable to the younger demographic while keeping the campaign’s consistency intact.
The Challenges of Rapid-Fire Production
One of the most demanding aspects of the campaign was its sheer speed. At its peak, we were producing up to three commercials per week, each just 15 seconds long yet packed with humor, product messaging, and character-driven storytelling. The white-room setting of the early ads allowed us to repurpose footage efficiently—a necessity given the pace—but as the campaign progressed, we introduced more dynamic environments, making the interactions feel even more organic.
Despite the structured scripts, spontaneity often led to the best results. If an actor improvised a line or a gesture that felt truer to the character, we embraced it—sometimes even rewriting on the spot. Tesco’s willingness to adapt made this process smoother and ultimately contributed to the campaign’s enduring appeal.
Unexpected Skills from the Tesco Campaign
Embarking on the Tesco Experts campaign, I anticipated honing my skills in directing, precise editing, actor coaching, film referencing, and crafting concise scripts. However, the real challenge lay in delivering humor and product information within a tight 15-second window—a task that often felt like trying to fit a watermelon into a teacup. The rapid production pace meant that hiring external directors was a luxury we couldn’t afford, both in terms of time and budget. This whirlwind experience unexpectedly turned me into a master of efficiency, a connoisseur of brevity, and occasionally, a juggler of impossible tasks.
The End of an Era
After seven years, Tesco’s UK headquarters decided to unify its brand messaging across all markets, marking the end of the Experts campaign. The logic was sound—streamlining communication and reducing costs. But the results told a different story. Without the deeply familiar characters and engaging storytelling, the new campaigns struggled to achieve the same level of audience connection. In the end, what was meant to be a cost-saving move led to increased marketing spend, as the new, less engaging ads required heavier media investment to maintain visibility.
A Legacy That Lasts
The Tesco Experts campaign wasn’t just an advertising initiative but it was a cultural touchpoint. Spanning nearly a decade, it proved that well-crafted characters and consistent storytelling could make supermarket advertising genuinely beloved. It was a privilege to be part of this journey. Balancing strategy with creative intuition, navigating tight deadlines, and ultimately shaping a campaign that left a lasting impact on Polish consumers.
Looking back, it’s clear: the best advertising isn’t just about selling. It’s about creating something people want to welcome into their lives. And for seven years, that’s exactly what the Tesco Experts did.
The feedback was immediate: “That Henio? I know a guy just like him.” This level of recognition was exactly what we aimed for—characters that felt like part of people’s lives, rather than sales-driven personas.
Watch my Personal Best from Tesco TV series:
How to Invide Germany?
In this Gold KTR Award-winning film, Henio contemplates invading Bonn but ultimately finds greater satisfaction in a ‘bon’ (coupon) from Tesco, choosing the universal appeal of savings over aggression, especially with Easter approaching.
But then, in walks your husband.
Ladies, we have a special offer: two pillows for the price of one, so you can snuggle up with both at the same time. But then, in walks your husband.
Tomato
Henio grapples with the classic dilemma: can he enjoy a tomato and still have it?
Hello, Earth!
In the series of famous structures made of toilet paper: today, the “Przyjaźń” gaz pipeline. Hello, Earth!
Famous Buildings Made of Toilet Paper and Ground Coffee – Hops Pyramid.
As toilet paper became very popular during sales, we created many famous buildings made from it. Amazingly, they always worked!
You, Pig!
You can’t trust a pig with your savings.
Famous Buildings Made of Toilet Paper – The Tower of Babel
When you can’t speak Polish, I can help you and simply speak slower.
Silly Walking
There are many different ways of walking, thanks to the Ministry of Silly Walks, but generally, walking is silly compared to flying to Tesco.
Difficult Task to Connect Grapes and Diapers
For those who know how to make babies, we have diapers; and for those who don’t, we have grapes to keep their hands busy.
Pure Women
The best way to attract a woman is with ‘butter eyes’ and washing powder in case she wants to stay pure. Nobody knows why…
A lawn mower and a bicycle
A well-kept lawn is a housewife’s pride. Thus, a man should purchase a lawn mower. And a bicycle, to escape from his everyday life and to forget his resposabilities…
Bye bye, my finger
I Can’t See Any Resemblance
Today, let’s talk about things that are alike: eight rolls of toilet paper and watermelons. But really, I can’t see any resemblance here.
Novembet is coming, so we are baked.
November’s chill is upon our necks, so it’s the perfect time to grab a pork neck for roasting. And a powder that’s definitely not for baking.
I Have No Girlfriend
SSpring’s in the air, time to restock. What’s missing? Oh right… a girlfriend.
Darling, are you a honey bunny?
Because I am!