Challenge
Tesco were looking for a new and creative way to extend their extremely successful Food Love Stories campaign to put a spotlight on the high quality of their core range at Tesco.
Insight
Consumers often make decisions emotionally, and brands know they need to appeal to consumers on an emotional level in order to connect with them. Tesco wanted to focus on viewers’ emotional connection to food, and ITV deliver shared emotional experiences better than any other broadcaster.
Idea
The idea was to put the food centre stage, focusing on the lengths that Tesco go to to bring great tasting food to their customers. They wanted to share a number of stories showing how they give customers the freshest and tastiest products, starting with how their berries are handpicked and chilled within 60 minutes. To showcase this campaign we wanted to use ITV’s Proud to Present initiative, combined with a unique collaboration between ambitious brands.
At Tesco we’ve always been passionate about the food we offer. Our latest Food Love Stories put the quality of our food centre stage, focusing on the lengths we go to bring great tasting food to our customers.We’ll be sharing a number of stories showing how we give customers the freshest and tastiest products, starting with how our berries are handpicked and chilled within 60 minutes – making sure they are juicy and perfectly ripe.Alessandra Bellini, Tesco Chief Customer Officer
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.James Parnum, MediaCom Business Director
Simplicity and creativity go hand in hand when grabbing the viewer's attention and entertaining them. This re-make of the ad break does that in a totally original and ingenious way; bringing together ITV, Tesco, Coca-Cola, Müller, Wall’s Magnum and Tesco Mobile for a unique collaboration.Simon Daglish, Deputy Managing Director, ITV Commercial
