Tesco has launched a new campaign to celebrate the nation’s ‘food love stories’ in a series of TV adverts that feature someone with their favourite meal.
‘Food Love Stories by Tesco’ aim to highlight the retailer’s food quality credentials, and demonstrate that “Tesco understands the special role food plays in its customers’ lives”.
The stories will capture the mindset of shoppers throughout the year, from wholesome meals in January, to fresh meals for a summer evening.
The first advert will air on TV and digital media, with spots in Coronation Street, Emmerdale and The Undateables, and will feature ‘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 Tesco’s large stores, and online, to help shoppers recreate the meals for themselves.
Jason Tarry, Tesco chief product officer, said: “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 is the first major food campaign for Tesco in partnership with creative agency BBH and media agency MediaCom.
Group brand director Michelle McEttrick 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.”
The first ad features ‘David’s hot-or-not chicken curry’, who for 15 years has been 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 including Iain’s ‘proper’ croque monsieur, Henry’s ‘being good tonight’ falafel and Sunita’s ‘secret veg’ meatballs.
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