Tesco launches a new monthly advertising campaign tonight (Monday January 9) which aims to demonstrate ‘the special role that food plays’ in its customers’ lives.
The first ‘Food Love Stories brought to you by Tesco’ will air on TV and digital media today, with spots in ITV’s soap operas ‘Coronation Street’, ‘Emmerdale’ and Channel 4’s documentary series ‘The Undateables’.
The ad will focus on ‘David’s hot or not chicken curry’. It tells the story of David, who for 15 years has been (lovingly) hiding the fact that he doesn’t really like ‘hot curry’ like his wife, and cheating by adding a touch of yoghurt without her knowing.
Six other stories will also feature across outdoor, radio, social, and digital media throughout January: Iain’s ‘proper’ croque monsieur; Henry’s ‘being good tonight’ falafel; Sunita’s ‘secret veg’ meatballs; Lisa’s ‘big Greek’ stew; Jini’s ‘make it better’ jambalaya and Elena’s ‘cheeky tortilla’ quiche
Ingredients and recipe cards for each meal will be available in all of Tesco’s large stores, as well as online at Tesco.com.
The campaign will introduce food love stories each month which aim to capture the mindset of its customers throughout the year.
The supermarket chain’s group brand director Michelle McEttrick said: “We’ve always taken great pride in the quality of our food and we know how good food brings people and families together. This campaign tells the stories behind the meals we all make for those closest to us.”
Chief product officer Jason Tarry added: “We’re passionate about our food and we work closely with our producers and growers to continually improve the quality and taste of the food we offer.
“Food Love Stories brought to you by Tesco’, puts our fantastic food centre stage and we hope to inspire our customers with delicious meals whatever the occasion.”