Tesco talks up its ‘passion’ for food in evolution of Food Love Stories campaign

Tesco is evolving the message behind its advertising, shifting focus from the meals its customers make to instead promote the retailer’s “passion” for food.

Tesco is evolving its ‘Food Love Stories’ campaign as it looks to “bring to life its passion and care” for food.

A new TV ad, created by BBH London and voiced by comedian Sarah Millican, focuses on how all of Tesco’s fresh berries are handpicked and chilled within 60 minutes to ensure they are “at their freshest” for customers. It moves the campaign on from its previous message, which aimed to celebrate the food people love to make.

“At Tesco we’ve always been passionate about the food we offer,” says the retailer’s chief customer officer Alessandra Bellini.

“Our latest Food Love Stories put the quality of our food centre stage, focusing on the lengths we go to bring great tasting food to our customers. We’ll be sharing a number of stories showing how we give customers the freshest and tastiest products.”

The campaign will run across TV, cinema, out-of-home, digital, social, radio and all of Tesco’s digital-owned channels and in-store.

A series of print and digital content shot by food photographer Jonathan Gregson will also accompany the films.

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