BBH and Tesco continue to travel a food love path, this time tapping into the significance of food in everyday lives. The campaign, It’s Not A Little Thing. It’s Everything, highlights the emotional impact of food, celebrating the intricate details that make every dish and every meal special and the emotional rewards of creating it.
The campaign replaces the chain’s Food Love Stories campaign that previously ran for seven years and uses a series of vignettes to convey how food helps us express everything from gratitude to apologies, bringing people together and showing how delicious food makes all the difference.
It’s not a little thing. It’s everything will run across TV, VOD, cinema, social, radio, press, OOH, social and digital. The new campaign builds on the success of the 2024 Tesco Icons OOH, that champions the little details that are everything when it comes to how people experience food, celebrating the little details in all their glory. The images were photographed by Jess Bonham through LGA who brought her love for pattern, precision and texture to hero the beauty and sculptural nature of Tesco’s fresh ingredients.
The film, directed by Nogari through Iconoclast, features Tesco’s Bags for Life, using them to tell story of how the little things about food can impact every occasion, whether that’s a way of saying thanks, an opportunity to show you’re sorry, or simply a reason to get everyone together to party. A selection of limited-edition Bags for Life used in the film will be available in Tesco stores featuring words from the film, such as ‘Laugh’ and ‘Party’. The bags will also feature in key OOH sites.
Felipe Serradourada Guimaraes, ECD BBH, commented, “Finding the nation’s biggest grocer’s point of view on great quality food, is not a little thing, it’s everything.”
Murray Bisschop, UK marketing director of Tesco, added, “When it comes to food, every detail matters to us, because we know the role it plays in our customers lives. 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.”
Credits:
Advertising Agency: BBH
CCO: Alex Grieve
Executive creative director: Felipe Guimaraes
Associate Creative Directors: Luke Till & Lawrence Bushell
Design Director: Miguel Sousa
Head of Strategy: Saskia Jones
Senior Strategist: Bethan Wotton
Managing Partner: James Rice
Senior Account director: Izzy Hooper
Account Managers: Ashleigh Jacobs & Seth Guy-Knapp
Film Producer: Victoria Doran
Assistant Film Producer: Valentina Schwendinger
Print producer: Lauren Daniels
Client: Tesco
UK Marketing Director: Murray Bisschop
Heads of Marketing – Food campaigns: Kerry-Lyn Coughtrey & Celine Dallas
Campaign Manager: Neil Fynn
Marketing Manager: Dearbhla Murphy
Media and Campaign Planner: Lara Goldsmith
Lead Media and Campaign Manager: Nadia Khashem
Media and Campaign Planning Assistant: Nicola Patterson
Media Agency: EssenceMediaCom
Production Company: Iconocast
Director: NOGARI
DOP: Jake Scott
Producer: Paz Parasmand
Editor: James Forbes Robertson @ TRIM
Post-production company: ETC
Post-production producer: Saskia Delius
2D Lead Artist: Daniel Brewster
2D Assist: Ludvig Hallenius & George Gough
Grade: Jason Wallis
Sound Studio: String and Tins
Sound Engineer: Adam Smyth
Foley: Cobblestone Foley
Audio Producer: Esi Jonuzi
Licensed Title: Home; Artist: Good Neighbours; Label: Universal Records; Writers: Scott Verrill, Oli Fox
Publishers: Sony Music Publishing & Warner Chappell
Photographer: Jess Bonham
Radio
Audio Post Production: String and Tins
Sound Design: Kaspar Broyd & Gez Lloyd
Audio Producer: Esi Jonuzi
