Superstitious Grocery Stunts

Tesco's Every Bit of Luck Helps Helped Fans Wish Their Team Well

Ahead of England versus Argentina, Tesco introduced Every Bit of Luck Helps, featuring fun, in-store touches to help fans cheer on team England. Inspired by the idea of touching wood to prevent good fortune from being jinxed, Tesco turned everyday fixtures that shoppers naturally touch as part of their experience—like shopping cart handles or grocery item dividers. Beyond, Tesco also set up a solid wooden poster outside its store, removed till 13, and transformed an entire checkout lane into a wooden monument.

Throughout the World Cup, brands have leaned into the fact that sports fans already treat some superstitions as sacred and built campaigns that didn't try to rationalize rituals but celebrate them as proof of devotion.

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