By Ellen Ormesher, Senior Reporter

May 24, 2022 | 2 min read

Tesco’s fashion brand F&F is celebrating the return of good times in its latest integrated campaign, marking the launch of its spring and summer 2022 collection.

Forming part of its long-running ‘I only popped in for...’ campaign, the women in the spot are shown having their ‘F&F Moment’ – a small moment of elation when they pop in for something everyday but come out with something joyous.

The creators say the strategy behind the campaign builds on this summer’s post-Covid holiday bounce back and the desire of many women to celebrate the return of good times – while avoiding the clichéd images of unattainable perfection used in so much fashion advertising.

To achieve this, creative agency Odd sought out a fresh way to product the ads. Starting with casting, it simply put out a call on Twitter that didn’t mention the usual fashion requirements such as size, ethnicity or height. The tweet simply looked for girls with “unique personalities,” who it could build the shoot around.

Gus Mackinnon, executive creative director at Odd, says: “The much-loved F&F campaign had been running for years, so the challenge was to refresh and inject even more feeling. We street cast to find an amazing group of individuals who could relate to the sentiment of popping in for the weekly shop and coming away with a little more than you bargained for.

“Each woman brought their own unique personality and sense of style. It was refreshing to be casting for personality first, without the usual stipulations of a traditional fashion brief. It also made for a lot of fun that, hopefully, you can feel in the results.”

The campaign runs for two weeks across the UK, Ireland and central Europe. With a 20-second TV execution and two 10-second cut-downs, sponsorship idents and stills, the campaign will run on TV and online video, with adaptations for out-of-home (OOH), print, digital, social and owned channels.

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