Tesco serves up ‘Food Love Stories’ to whet appetite of shoppers

Tesco is whetting the appetites of prospective customers with the introduction of a ‘Food Love Stories’ campaign which highlights the quality of its grocery offer by sharing customers own favoured recipes.

It's a shift in tactic for the grocer, which has previously relied on putting the spotlight on a handful of products for food focused ads.

Six recipes have been selected to embody that message from David’s “‘hot or not’ Christmas curry” to fire up a cold winter’s evening to Henry’s ‘being good tonight’ falafel; the latest installment in a two year campaign to promote the Tesco brand.

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.”

A television advert will air tonight (9 January) during Coronation Street, Emmerdale and The Undateables, accompanied by a range of outdoor, radio, social, and digital media assets throughout January.

The campaign has been devised in partnership with creative agency BBH and media agency MediaCom.

However, it will not mean a departure from the ads featuring Ruth Jones and Ben Miller. A spokesperson told The Drum that they've been featured in its service focused ads, rather than food, and will continue to do so throughout the coming year.

The retailer has found itself up against the price-focused ads of Morrisons and those of Lidl and Aldi which both launched last week.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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