Tesco Mobile has appointed ex-Boyzone singer, Ronan Keating, as its first-ever Roaming Ambassador.

As part of the campaign, the singer, who has been renamed as ‘Roaming Keating’ on social media, will ‘roam’ around stores across the country this week with surprise performances and holiday gift cards.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Equipped with a supermarket uniform and official name badge, Keating serenaded customers at the Big 4 grocer’s Hemel Hempstead branch with a twist on his first-ever solo number one single, ‘You say it best…when you call from Charles de Gaulle’.

Tesco will he documenting Keating’s journey @tescomobile on Instagram and TikTok, allowing customers to keep up to date with the performances.

Keating said: “I am very excited to kick off my work with Tesco Mobile as their new Roaming Ambassador, it feels I perhaps was born to play this role.”

“Let’s face it, we’re all thinking about getting away on holiday around this time of year. Having toured and visited many places over the years I know how important it is to stay connected when we do, so now really is the time to also start thinking about holiday essentials.”

He continued: “I’ll be on hand to offer my extensive roaming advice this week so come and find me or ask for me by my new name. You may just win some holiday helps in the process.”

Tesco Mobile Chief Customer Officer, Rachel Swift added: “We know January can feel a little doom and gloom, so we wanted to put a smile on the faces of our customers by spreading some much-needed holiday joy… And there is no one better than the one and only Ronan Keating, or should I say, Roaming Keating, to help us do just that as our first official Roaming Ambassador. “