Tescos Food Love Stories

This campaign has been rolled out for around two years now, but it's still one of my favourite campaigns. I love a love story, I love cooking and for some reason I grew up with a strong aversion to Sainsbury's and was a Tesco girl through and through (why 11 year old had such strong feelings about Supermarkets, I'll never know).

David's Hot or Not Curry was the first ad I saw and I thought it was both cute and funny. He's in his kitchen, cooking dinner his wife of 15 years, who still think she loves spicy food because he told her so on their first date, then shows him throwing yoghurt into his own curry to make it less spicy. Although the ad opens in a Tescos store, and clearly shows the Tesco logo on the shopping bag as he places it down, it's a very low key ad. Looks more like product placement than a specific advertisement from Tesco.

I think Supermarkets are a hard thing to sell, realistically does it matter where you buy your hummus from? Choice of Supermarket will often come down to location, size or price (such as Premium Waitrose Practical Lidl). The Love Food campaign taps into something new, something I don't remember Supermarkets looking into before. But it really focuses on the customer, on the experience not in the store, but what you do with the food that you get from the store. David has already been to Tesco, but the ad is all about his family experience. They're not Tescos stories, they're the customers Love Stories.