The disappointing sales occurred despite a sentimental ad campaign, created by Wieden & Kennedy London, that showed a fictional family enjoying the holiday season through the ages. Tesco renewed its relationship with Initiative, which handles media, last year. It hired Wieden & Kennedy to oversee the ad business in 2012, ending its relationship with The Red Brick Road. Data collected from the Clubcard programme – provided by Dunnhumby, which is now wholly owned by Tesco – has informed the supermarket's strategy over the past 20 years. A spokeswoman for Tesco declined to comment.