
Tesco has replaced its long-running Food Love Stories with a new marketing campaign spotlighting the emotional impact of food.
‘It’s not a little thing. It’s everything’ will play on the supermarket’s Every Little Helps slogan and uses a series of vignettes to convey how food can play a role in various key aspects of life, such as a way of saying thank you, an opportunity to apologise, or a reason to get together and party.
The grocery giant‘s campaign, running across TV, outdoor and in-store, replaces its Food Love Stories promo that ran for the past seven years.
To celebrate the launch, the retailerhas released limited-edition bags for life in stores nationwide where its logo has been replaced with the words: laugh, share, party, treat and loved.
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The TV ad and large-scale billboards for the new campaign also feature bags for life where the iconic Tesco lettering has been replaced with five-letter words.
Tesco UK marketing director Murray Bisschop said: “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.”
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