Tesco Mobile has launched its new advert featuring Ronan Keating as its first-ever Roaming Ambassador.

Dubbed ‘Roaming Keating’, the ex-Boyzone singer bought his guitar to serenade shoppers in the mobile phone section of the supermarket giant, singing his classic songs, but with a twist.

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Speaking to the camera, Keating introduced himself as Roaming Keating, Tesco Mobile’s new roaming ambassador.

He said: “I’m going to be roaming Tesco stores to let customers know there are no roaming fees until 2025 in 48 destinations in the EU and beyond.”

Last month, the mobile network service provider announced its partnership with Keating. Speaking to Mobile Marketing Magazine about the campaign, Tesco Mobile Chief Customer Officer, Rachel Swift described the campaign as “creative, distinctive, and entertaining”.

She also revealed the choice of the Boyzone singer was formed as he encompasses the brand’s “helpful and family-focussed values.”

She said: “Tapping into the January mood and identifying the key moment in time when customers are booking holidays, we secured strong engagement through several work streams; from editorial coverage and engagement on social media, both on owned channels and with our partners.

Read the full interview HERE