Wieden+Kennedy London has launched a campaign for the re-launch of Tesco's premium food brand 'finest'. It's the biggest investment in the brand since it began 15 years ago.
The campaign focuses on the unique suppliers behind a selection of products with two TV spots, one of which will air at the weekend, and a series of print executions (at bottom of page).
Tesco UK Managing Director, Chris Bush, says: “finest is Tesco’s flagship food brand and our aim with today’s relaunch is simple – to be the best product on the market. It is already the fastest growing premium brand in the market, and we’ve reviewed every product in the range to be sure it’s fit to carry the finest* brand.
“We’re confident finest offers our customers the very best food in the market, at the accessible prices they expect from Tesco."
The finest brand is worth £1.4bn in sales a year and, according to Kantar Worldpanel data, is the fastest growing premium brand in the market.
Credits
CLIENT: Tesco
PROJECT NAME: finest
TV
W+K LONDON
Creative Directors: Dan Norris & Ray Shaughnessy
Copywriter: Al Merry
Art Director: Ben Everitt
Producer: Samara Zagnoiev
Account Team: Alex Stolerman, James McHoull, Martin Jackson, Vicki Sales
Executive Creative Directors: Tony Davidson / Kim Papworth
Agency Executive Producer: Danielle Stewart
PRODUCTION
Production Company: Somesuch & Co
Director: Kim Gehrig
Executive Producer: Tim Nash
Line Producer: James Waters
Director of Photography: David Procter
EDITORIAL
Editorial Company: Trim
Editor: Tom Lindsay (Haddock) / Leila Sarraf (Grissini)
VFX
VFX Company: MPC
Flame Artist: Mark Stannard (Haddock) / Cynthia (Grissini)
VFX Producer: Marianna Bruynseels & Anadi Peiris
MUSIC + SOUND DESIGN
Music+Sound Company: String & Tins
Sound Designer: Will Cohen (Haddock) / Mike Bamford (Grissini)
Producer: Sam Brock
MIX
Mix Company: Factory Studios
Mixer: Anthony Moore
Producer: Raluca Anastasiu
Print
W+K LONDON
Creative Directors: Dan Norris + Ray Shaughnessy
Copywriter: Sophie Bodoh
Art Director: Dagmar Hoogland
Producer: Stacie Kinchin
Account Team: James McHoull, Martin Jackson, Alex Stolerman
Executive Creative Directors: Tony Davidson / Kim Papworth
Agency Executive Producer: Danielle Stewart
PRODUCTION
Photographer: Tessa Traeger