Tesco is to retire its long-running Food Love Stories ad campaign with a new TV, outdoor and in-store marketing campaign, under the new banner ‘It’s not a little thing. It’s everything’.
With a play on the Every Little Helps slogan, Tesco said the new advertising campaign would highlight the emotional impact of food.
The Food Love Stories campaign has run for the past seven years, having been launched in 2017 to re-establish Tesco’s food quality credentials.
The new campaign will use a series of vignettes to convey how food can play a role in various key aspects of life, such as a way of saying thank you, an opportunity to apologise, or a reason to get together and party.
Tesco is marking the launch with limited-edition bags for life with the Tesco logo replaced by ‘laugh’, ‘share’, ‘party’, ‘treat’ and ‘loved’.
Both the TV ad for the new campaign – which was created by BBH London – and large-scale billboards also feature bags for life where the iconic Tesco lettering has been replaced with five-letter words.
Like regular Tesco bags for life, the bags are made of 100% recycled plastic and will cost 30p.
“When it comes to food, every detail matters to us, because we know the role it plays in our customers’ lives,” said Murray Bisschop, Tesco UK marketing director.
“Our new campaign captures this. We believe a great dish starts with quality ingredients, whether that’s a tender steak, crisp greens or juicy corn on the cob. For us, it’s not a little thing, it’s everything.”
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