Tesco shifts focus from meals to their 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.

The campaign will run across TV, cinema, out-of-home, digital, social, radio and all of Tesco’s digital-owned channels and in-store.

Tesco is on a mission to improve both value and quality perceptions of its products, with the newest ad focusing on how all of Tesco’s fresh berries are handpicked and chilled within 60 minutes to ensure they are at their freshest.

In the first major interview Bellini has done since taking on the role at the beginning of last year, she tells Marketing Week: “Rebuilding trust in a brand is something that takes a long time and we want to do everything we possibly can to earn and deserve that trust from our customers.

Since Dave Lewis took over as CEO in 2014 – when Tesco’s YouGov BrandIndex score had plummeted to an all-time low of almost zero following a long run of hitting the headlines for all the wrong reasons – perceptions of the supermarket have been on a steady upwards trajectory. It now has a score of 23.6.

Source: Marketing Week

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