Tesco Dedicate the Food They Love, to the People They Love in New Ad

Tesco is encouraging the nation to create and dedicate a special dish to a loved one and share it on social media.

The latest campaign from the nation’s biggest supermarket, which launches on TV and social media today, features real members of the public dedicating the food they love to the people they love. History has proven the powerful role food can play – it’s not only physically nourishing, but mentally too. And now, more than ever, we’re seeing just how big of a role food can play in society, both comforting us and connecting us. 

As part of the campaign, Tesco is inviting people to film and dedicate their own Food Love Story, sharing it on social media using the hashtag #FoodLoveStories. The film, which launches at 9pm tonight on ITV, is supported by a digital out-of-home campaign, celebrating key workers up and down the country. The entire campaign, created by BBH, was produced in accordance with Covid-19 safety advice and was turned around in under 10 days. The media planning and buying was handled by MediaCom UK.

Tom Drew, creative director at BBH said: “Giving those who are missing their loved ones a platform to dedicate a dish to them felt like a great way to flex our existing Food Love Stories campaign.”

40% of Brits believe that staying at home and cooking from scratch during the government lockdown has reignited their passion for cooking, according to new research from Tesco. The research, undertaken as part of the latest Food Love Stories campaign, also revealed that the majority (89%) say they intend to continue to cook long after the lockdown ends.

According to the new research, prior to lockdown, the average person cooked four to six meals per week from scratch, less than one meal a day. Now, however, the average person is cooking between 17 to 21 meals per week – four times the amount they used to. When it comes to food inspiration, almost half (41%) of us cook family recipes passed down through generations, with mums being the biggest source of inspiration in the kitchen.

Food is helping to keep everyone connected, with a third saying meal times have now become more of an occasion, bringing everyone together in the household. The nation is also making use of technology to be together, with at least one in ten using video calls with friends and family to get cooking tips, and the same number enjoying virtual meals with loved ones.

Alessandra Bellini, chief customer officer at Tesco said: “We’ve been celebrating Food Love Stories - the food people love to make, for the people they love - for more than three years. So, during these uncertain times, it is really encouraging to see people turning to cooking to help bring them closer to family and friends, be that in real life or virtually. Whilst we may not all be able to physically be together at the moment, many are finding comfort in cooking recipes passed down through generations and we are delighted to see how families are finding themselves cooking and eating together more, ensuring these special dishes will continue to hold a special place.”