Tesco is using a story-based approach to push the quality of its food.
The supermarket chain has launched a new marketing drive called Food Love Stories, which depicts customers telling the story behind some of their favourite recipes and its importance in their lives.
This is something of a departure for Tesco, as the campaign does not promote individual items or product ranges.
Instead, the emphasis is on the quality of the food it sells and how much love and passion its customers put into preparing great meals.
The campaign kicks off with a man called David making a curry for his wife, as it is her long-standing favourite.
However, there is a twist as David tells the camera that he has been adding yoghurt to his curry without telling her as he isn’t actually a fan of spicy food.
Tesco plans to keep running with this approach for the rest of the year at least, with new recipes that suit the time of year being showcased, such as fresh salads in summer.
The campaign encompasses TV, radio, print and outdoor advertising, while an online content hub and free cards outlining the recipes have also been created to help people try them themselves.
Jason Tarry, Chief Product Officer at Tesco, commented: “[This campaign] puts our fantastic food centre stage and we hope to inspire our customers with delicious meals whatever the occasion.”
Michelle McEttrick, Group Brand Director at Tesco, added that the company has always taken “great pride” in the quality of its food and knows how good food “brings people and families together.”
She said the Food Love Stories campaign will put food “at the very heart of our business” and tell the stories behind the meals people make.
Tesco makes step change in how it talks about food with new campaign Marketing Week.
