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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here