The competition between supermarket chains is ferocious in the UK, just like it is in Australia. Most competitors focus on the supermarket itself – its products, price and service. Bogle Bartle Hegarty has done something quite different for Tesco.
The UK supermarket chain’s 2017 campaign is a series of favourite dishes called Food Love Stories brought to you by Tesco. Each is a how to recipe video by a real home cook, backed by a personal story.
Tesco’s main competitors are Morrisons, whose 2017 campaign is all about price, and Aldi and Lidl, whose main promise is all about price.
The campaign will introduce food love stories each month and has prepared six: David’s ‘hot or not’ Christmas curry, 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.
David’s ‘hot or not’ chicken curry is the first to become an ad (the other recipe are already up on the website). David’s story is that for 15 years, he has been (lovingly) hiding the fact he doesn’t really like hot curry like his wife does, and cheats by adding a touch of yoghurt without her knowing.
Other food love stories will also feature across outdoor, radio, social, and digital media throughout January.
Ingredients and recipe cards for each featured meal will be available in all of Tesco’s large store.
Food Love Stories brought to you by Tesco builds on work that Tesco has undertaken over the last two years to improve every aspect of the shopping trip for customers, something which its 2014 accounting scandal made imperative.
Michelle McEttrick, group brand director at Tesco explained, “We’ve always taken great pride in the quality of our food and we know how good food brings people and families together. So this January, we’re launching ‘Food Love Stories brought to you by Tesco’, a campaign which puts food at the very heart of our business and tells the stories behind the meals we all make for those closest to us.”
