Tesco is launching a TV campaign to promote its “localchoice” milk scheme that supports buying from small regional farms. The ads star comic actors Martin Clunes and Fay Ripley and show the retailer selling milk from farms close to its stores.
The execution, which has been created by The Red Brick Road, shows the pair playing a couple on a camping holiday in Cornwall. Ripley’s character has embraced the countryside but Clunes’ character is out of place. In a bid to prove himself he offers to get fresh milk for breakfast and is seen trekking across fields in his pyjamas with a pail in hand.
After coming face-to-face with a herd of cows, he goes to a local Tesco to buy milk from Cornish cows. The ad has the strapline “Localchoice milk from Tesco. Every little helps” and will be supported by a press campaign and point-of-sale promotions.