Tesco has launched its first major marketing push for in-house rapid grocery delivery service Whoosh, with a debut ad campaign which celebrates when ‘going to the shops isn’t your bag’.

The four-week campaign, created by global agency BBH, launches this month and will run across television, social media, OOH, digital and radio.

Aimed at consumers who have more exciting things to do than their grocery shopping, the three films – all directed by Daniel Lundh at Spindle – focus on those who just don’t want to stop what they are doing in order to pop to Tesco.

Each film tells a different story, with the only dialogue being the word ‘Whoosh’, and a simple voiceover: “Tesco Whoosh. Delivery from as little as 20 minutes. Because going to the shops isn’t everyone’s bag”

The first film, Bootcamp, opens to the sound of banging techno, with a fitness fanatic in the middle of an extreme home workout.

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The hero of the second film, Watering, maintains a lush, indoor jungle in a zen-like state, while a cephalophile indulges her eight-legged obsession in Octopus.

Crucially though, all three protagonists are able to remain blissfully immersed in their happy places thanks to the speedy arrival of a Tesco Whoosh delivery.

BBH deputy executive creative director Felipe Serradourada Guimaraes said: “Some people would rather do anything else but go down the shops to get what they need for dinner, whether that is working out, watering your plants, or knitting an octopus poncho.”

Supporting the films is a simple and impactful print and OOH campaign which features the line ‘going to the shops isn’t everyone’s bag’ across a brown paper grocery bag.

Tesco is also running a social competition in collaboration with Tiktok dancer Jay Scott, where viewers can share what they would rather do than go to the shops to be in with a chance of winning £200 worth of Whoosh vouchers.

The competition video, which sees Jay gets a Whoosh delivery while teaching his dad a new dance, has already amassed over 28 million views so far.