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Creative Creative Works Tesco

Now homecooking has quadrupled, Tesco offers food inspiration


By Imogen Watson, Senior reporter

April 16, 2020 | 3 min read

Tesco has placed the general public at the heart of its latest Food Love Stories campaign, as it celebrates newfound passions for home cooking, as a result of the UK's Covid-19 lockdown.

Tesco - Food Love Stories

Prior to lockdown, Tesco revealed the average person cooked four to six meals per week from scratch, less than one meal a day. Now, the average person is cooking between 17 to 21 meals per week – four times the amount they used to.

40% of Brits believe that staying home and cooking from scratch during the lockdown has reignited their passion for cooking. 89% said they intend to cook long after the lockdown ends.

In a bid to entertain and inspire, Tesco is encouraging people to create and dedicate a special dish to a loved one and share it on social media, using the hashtag #FoodLoveStories. The film, which will launch tonight at 9pm on ITV, features a whole host of real people responding to Tesco’s call out, and cooking for their loved ones.

Discussing the campaign, Alessandra Bellini, chief customer officer at Tesco said: “We’ve been celebrating Food Love Stories - the food people love to make, for the people they love - for more than three years. So, during these uncertain times, it is really encouraging to see people turning to cooking to help bring them closer to family and friends, be that in real life or virtually.

"Whilst we may not all be able to physically be together at the moment, many are finding comfort in cooking recipes passed down through generations and we are delighted to see how families are finding themselves cooking and eating together more, ensuring these special dishes will continue to hold a special place.”

Adding to this, Tom Drew, creative director at BBH said: “Giving those who are missing their loved ones a platform to dedicate a dish to them felt like a great way to flex our existing Food Love Stories campaign.”

Tesco: Tesco Food Love Stories: Dedications by BBH

By Tesco

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