Diageo and PepsiCo test Tesco video formats spanning homepage and in-aisle environments

Tesco Media has announced the launch of new premium video advertising placements across Tesco’s website and mobile app.

It says that this marks the next step in “its evolution from a retailer with data to an ultimate media partner with soul, scale and storytelling power”.

As part of the testing phase, a number of brands have been using the new video formats.

Mike Cheetham, Head of Creator, Sponsorships and Partnerships GB/EU, Diageo:, says "Video has always been a powerful way for us to tell our brand stories. To have a new opportunity to do this in a highly contextual moment close to point of purchase has the capability to be a highly influential way to reach our customers."

Emma Cathie-Harris, Digital and eCommerce Director, PepsiCo, comments: “We were excited to be a test partner for video on Tesco.com. It enables us to drive impulsivity and conversion whilst building our brands. We see opportunity for it to support new product development (NPD) launches where we can really tell a brand’s story as well as to amplify our core brands.”

Ian Black, Head of Retail Media, Publicis Commerce, says: "Tesco Media’s new video formats show how far retail media has evolved. They give our clients the ability to tell richer stories within genuine shopping moments, backed by the kind of data and accountability that define what effective media looks like."

“For too long, marketers have faced a false choice between building a brand and driving performance,” says Tash Whitmey, Managing Director, Tesco Media. “As WARC’s latest Multiplier Effect study highlights, campaigns are most effective when they deliver both, yet achieving that balance has often proved difficult, when many digital environments still separate storytelling from shoppable moments.

“Our new premium video formats have been designed to change that. They allow advertisers to tell compelling stories that naturally flow into those high intent moments of discovery, turning awareness into measurable action.”

2026 RTIH Innovation Awards

Retail media will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.