Early in 2017, while other supermarkets focused on food provenance, BBH and Tesco realised that the chain could stand out by connect with the UK through emotive storytelling and the relationship everyone has with mealtimes. Food Love Stories was born to celebrate “the food you love to cook, for the people you love”,
To demonstrate the importance of food in everyday life – in families, relationships, celebrations and get-togethers.
Of course, now extended families can’t get together physically to share the food we love with the people we love.
But people are finding new ways to get together. Even the technologically fearful are mustering their courage and giving video calling a go. According to Priori Data, “global downloads of Skype, Houseparty and Zoom each surged by more than 100% in March.” [Source: Priori Data, March 26th 2020 (excludes Skype for Business)]
In addition, according to Google, online interest in “recipe” searches has increased dramatically since Covid-19. [Source: Google Trends, 14th April 2019 – 6th April 2020]
So for Easter, BBH and Tesco have created a Food Love Story that not reflects these new ways of sharing meals. The spot features the Easter classic – roast lamb, and the family classic – Nan’s special recipe. It has to be the most relatable Covid-19 commercial so far.
It was made using the same technology as the film highlights. It was filmed, directed and reviewed remotely, following all COVID-19 safety advice. And the whole commercial was turned around in four days.
Production Process
- Each person was directed over the phone, shot through devices, recorded throughout the day using the in-built recording features to record each take.
- Each person was shot in their own homes, in different locations.
- The Home Economist prepared all the food at their home and delivered it alongside the recipes.
- The whole process from shooting, to filming to reviewing was done in accordance with Covid-19 safety advice, including social distancing at 2m and food being dropped off outside the house.
The TVC is also running in 10-second cutdowns, supported in social media.
Credits:
Agency: BBH London
Creative Team: Ben Edwards & Guy Hobbs
Creative Director: Tom Drew
Group Strategy Director: Simon Gregory
Strategy Director: Laura Kinzett
Senior Strategist: Stefano Oransky
Business Lead: Samantha McLeod
Account Director: Bella Bertolotti
Account Manager: Ciara McKenna
Producers: Georgina Kent & Victoria Keenan
Assistant Producer: Beth Mechem
Production Company: Black Sheep Studios
Director: Jon E Price
Executive Producer: Dan Keefe
Producer: Sophie Dewey
1st AD: Dan Precious
DoP: Harry Wheeler
Post Producer: Thom Godsill
Post Production: The Mill
Editing: Elise Butt @ Trim
Sound: Phil Bolland @ Factory
Design Director: Rob Wilson
Lead Music Supervisors: Hywel Evans & Amy Ho
Media agency: Mediacom
Client: Tesco
Client Team: Emma Botton, Louise Mason, Alicia Southgate & Holly Tavana
