It’s no secret that brands do their best to connect with social media users with puns and funny posts, but they don’t always get it right.
Supermarket chain Tesco attempted to make Twitter users laugh ahead of the Euro 2020 semi-final on Wednesday with a light-hearted play on words around the famous “It’s coming home” slogan, but their joke fell on deaf ears when it failed to make any sense.
The brand tweeted a picture in which they had tried to insert the supermarket's name into the famous phrase, which instead made it read: “Ites coming home.”
Alongside the image, they tweeted: “For anyone who ever wondered about the origin of our name... #ItsComingHome.”
The disastrous attempt gained over 500 likes and retweets, with almost 300 replies mocking the company for trying to force their name into the phrase for the sake of a pun.
Tesco even received backlash from rival supermarket chains, including Sainsbury’s, who replied with an amusing gif that highlighted how painful the joke was.
The rival brand then tweeted: “Itsainsbury's Coming Home?”
Iceland also posted a picture with the exact same caption as Tesco’s original post, in which they had written “It’s coming home to England” and highlighted certain letters to make the name of their brand.
Other Twitter users praised Tesco for “trying”, but said work needed to be done on their delivery.
One user wrote: “You tried.”
While another said: “Wow, at a stretch this one.”
And a third added: “You tried at least... let’s hope England do the same tomorrow.”
However, other users were less kind to the supermarket chain.
A cringing Twitter user posted: “This is SO bad. Seriously bad. Not even close.”
To which another said: “That's terrible and makes it look like you can't spell. Sorry.”
England will take on Denmark in the second Euro 2020 semi-final on Wednesday, with the winner going on to face Italy in the final on Sunday, July 11.
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