What's a bit of the context, Bella, for this and what's going on?

Yeah, so pretty boring announcement, but Tesco's is now on delivery, which is interesting because the rise in grocery on delivery apps is huge.

I think they brought in 1.5 million new customers last year through just being on online grocery delivery.

So I'm surprised they hadn't done it before, actually.

They were the last supermarket... to join Deliveroo.

And they're the biggest supermarket in the UK, so the most preferred supermarket in the UK.

So you would have thought they did it before, but, yeah, they announced it epically.

It's so

That is so cool.

Yeah.

And the amount of like shares and again, that authenticity that it would have got would have been amazing.

And I think what's amazing about...

What Grindr are doing that's a bit different to the category is they're trying to become a community for the gay community.

So they're trying to come, I think they call it the global gayborhood in your pocket.

So it's not just a dating app.

Gary Lineker was just associated with that brand, I think for over 20 years, but they've done a bit of work on the brand in the last while.

Listen, we move on to the next story that we wanted to touch on, and we are certainly heading into... a crazy period it's probably one of david beckham's busiest periods a world cup where he will appear in a multitude of ads but he's not going to be in the ad that we want to touch on brilliant brilliant work by by lego lego is just such a phenomenal wonderful brand they just seem to be always innovating always looking for partnerships always looking to you know I guess raise their game internally and how they can show up and like they did the movies and it's just phenomenal phenomenal brand and they're obviously a partner of the World Cup the FIFA World Cup is going to inject 10.5 billion into the global ad market so it's going to be a busy busy summer not as busy in Ireland because we're not in the World Cup I think we talked about that before but anyway I'll get over that but Bella they brought out a fantastic Lego ad everyone everyone wants a piece tell us a bit about that and what you guys have seen

Yes, it's such a good app.

I mean, especially in England, what is more culturally significant than football, than the World Cup, than being at the pub when the World Cup is on? So they're brilliant at like jumping on these cultural moments.

And as you said, they've done it historically for years and years.

So this ad that they've released to do with the World Cup, they did an ad with Ronaldo, Mbappe, Messi, and it was showcasing their Lego World Cup trophy that they've made.

And what's brilliant about this ad is, first of all, they're building the mental availability before the World Cup starts.

But also they're showing that Lego doesn't necessarily need to be for young children, for four-year-olds.

Like that is incredible.

It

was brilliant reactive marketing, wasn't it? And I think it's interesting because supply chain issues are happening more and more.

And they decided to come forward with it.

Whereas most brands, you don't really hear about when there's issues in supply chains.

So that was really interesting for them to do.

And they made it lighthearted enough, their statement, that other brands could jump on it without kind of offending anyone.

And it was super low risk.

It was the kind of story was like Justin Bieber basically just played YouTube for two hours which kind of wasn't true but like that was the story you know it was fascinating