Tesco mobile - "Spag bol in Italian" / "French for builders tea" / "Is jambon ham or jam" - print and social

This collection of headlines perfectly sum up the phenomenon of Brits traveling abroad, at some point they'll miss a little taste of home, and what better way to find out how to ask for it in the local language than to search for it?

With Tesco Mobile's "Home From Home" roaming that customers can enjoy this year in the EU*, they're free to ask as many stupid questions as they want. Like ‘what’s French for builders tea?’ and ‘Spag bol in Italian?.’

I actually had to ask copywriter Marc Rayson what the latter meant, as I'm not familiar. It's how they say spaghetti bolognese, which makes that one possibly the funniest headline of the lot. I am quite partial to "is jambon ham or jam" as well. In fact, they're all hilarious. I wonder what the questions would be if we had more tourists from Britain in Sweden? "how do you say pub in Swedish?" It's "pub", for the record. The campaign runs on billboards, digital billboards, and in social media channels from the 4th of July to the 5th of September.

Agency: BBH
Campaign: Roaming
Advertiser: Tesco PLC
Brand : Tesco Mobile
Media Type: Integrated Media/360 Activation
Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Creative Director: Uche Ezugwu
Art Director: Callum Prior
Copywriter: Marc Rayson
Business Leader: Sarah Rodrigues
Account Director: Keren Jones
Account Manager: Georgia Hanscott
Strategy Director: Ed Kurland
Strategist: Alex Elder
Producer: Ruth Armitt
Assistant Producer : Micah Waring
Designer: Adam Buckland
Artwork & Animation: Wellcom
Media planning/buying: MediaCom