This week, Tesco has launched “Food Love Stories brought to you by Tesco,” a new campaign from BBH London, which aims to set out the retailer’s food quality credentials and celebrate the passion and care that goes into the meals we all love. The campaign will introduce food love stories each month to demonstrate Tesco understands the special role food plays in its customers’ lives. The stories will aim to capture the mind-set of its customers throughout the year, from wholesome, hearty meals in January, to fresh, vibrant meals perfect for a summer evening.
The first advert (below) aired on TV and digital media yesterday, with spots during Coronation Street, Emmerdale and The Undateables, and will features “David’s 'hot or not' chicken curry,” while a number of other food love stories will also feature across outdoor, radio, social, and digital media throughout January. Ingredients and recipe cards for each featured meal will be available in all of Tesco’s large stores, as well as online at Tesco.com, to help customers create the meals for themselves. Food Love Stories brought to you by Tesco builds on the work the brand has undertaken over the last two years to improve every aspect of the shopping trip for customers, including improving customer service, lowering prices on thousands of everyday products and introducing its Brand Guarantee service.
Michelle McEttrick, Group Brand Director at Tesco, said: “We’ve always taken great pride in the quality of our food and we know how good food brings people and families together. So this January, we’re launching ‘Food Love Stories brought to you by Tesco’, a campaign which puts food at the very heart of our business and tells the stories behind the meals we all make for those closest to us.” Jason Tarry, Chief Product Officer at Tesco, added: “We're passionate about our food and we work closely with our producers and growers to continually improve the quality and taste of the food we offer. Food Love Stories brought to you by Tesco’, puts our fantastic food centre stage and we hope to inspire our customers with delicious meals whatever the occasion.”
The campaign represents the first major food campaign for Tesco in partnership with creative agency BBH and media agency MediaCom. The inspiration for the stories shared in January comes from the comforting family meals we all crave after Christmas. The first of these, “David’s hot-or-not chicken curry,” reveals the story of David, who for 15 years has been (lovingly) hiding the fact he doesn’t really like ‘hot curry’ like his wife, and cheats by adding a touch of yoghurt without her knowing. The story will be joined by six others throughout January:
Iain’s ‘proper’ croque monsieur
Henry’s ‘being good tonight’ falafel
Sunita’s ‘secret veg’ meatballs
Lisa’s ‘big Greek’ stew
Jini’s ‘make it better’ jambalaya
Elena’s ‘cheeky tortilla’ quiche