MediaCom, BBH and Tesco turn to ITV’s Coronation Street for the latest Food Love Stories campaign

MediaCom UK will tonight unveil Tesco's fresh creative for Tesco’s Food Love Stories campaign, airing an exclusive ad break during ITV’s Coronation Street from 8:40pm. The ad break is an extension of the existing campaign – which focuses on peoples’ emotional connection to food – to put a spotlight on the high quality of Tesco’s food products.

The TV ad break is a first for the brand and broadcaster. It will see ITV’s bespoke voiceover rewind the entire ad break to re-show the Tesco ‘Berries’ ad, which highlights how every Tesco berry is handpicked and chilled within sixty minutes for freshness. Other products and quality claims will be featured across the rest of the year.

BBH created the campaign, and partnered with ITV and MediaCom to facilitate the rewind break stitching ITV and five advertisers together in one seamless three-and-a-half-minute ad-break.

MediaCom have also drawn on YouGov and Kantar World consumer panel data to reach people who have lower quality perceptions of the brand, using targeted mobile, online and OOH advertising.

James Parnum, MediaCom Business Director said: “Food Love Stories has always been a long-term commitment to changing perceptions of the brand and after a hugely successful first year we now enter into a new chapter of the campaign with an increased focus on applying data, creativity and innovation to continually remind shoppers of the great quality available every day at Tesco. Our bespoke ITV Coronation Street ad break is one of many great new initiatives that we hope will make the campaign even more effective.”