Tesco’s F&F is placing itself firmly on the fashion map with the launch of ‘Supermarket Woman’, the brand’s first global campaign created by ODD.
The campaign introduces the brand’s new ‘Supermarket Woman’ campaign platform, which celebrates the fact that F&F clothing is found in Tesco's shopping aisles.
The TV ad at the campaign’s heart takes the form of a fashion shoot for the brand’s Spring/Summer range, set against the backdrop of supermarket shelves blocked out with bright colours. Playful end lines such as: “I was only looking for ice cream” - highlight the value and convenience aspects of the F&F brand across a collection of ads.
Executive creative director: Nick Stickland