Alison Head of Projects
Tesco is one of the most instantly recognisable brands in the UK – and one of the most successful. It is the biggest of the four leading UK supermarkets (Asda, Sainsbury’s and Morrisons) and it has a reputation for good pricing and convenience. Recent food scandals have affected all the leading grocery stores, but Tesco was hit particularly hard, which might be one of the reasons it has gone ‘back to basics’ with its latest Tesco campaign.
The Love Every Mouthful Tesco campaign marks a new way of talking about food with customers. Tesco wants to spread the word that they are passionate about food; from the growing to the picking, to the packing and the tasting – and they want to appeal to our sensation of taste by showing that we should savour every flavour, scoop, crunch and drizzle!
Their TV advert focuses on the journey of our food from farm to plate, as well as tempting images of food being prepared, cooked and ready to eat… The Tesco campaign continues with print ads, which also use images of tasty looking food alongside sensual sounding, food related words. Suppliers – and even Tesco staff – feature in the campaign, sharing their favourite recipes and showing what they grow in their own gardens and allotments. Customers will be able to see the Love Every Mouthful campaign on TV, at the cinema, in the press and via social media. Tesco is using all the different channels it can to reach as many people as possible, after all, it makes sense to utilise all the digital, print and social media resources there is.
The Tesco campaign works well and takes advantage of all the different ways to get new ideas and marketing out there. If you would like to create your own campaign for your food business, let us help. We can take your ideas and turn them into a finely executed campaign that reaches your intended target market – and takes your food business to a new level. Contact us today via telephone 0845 8354661 or email us and we can arrange a no obligation meeting to discuss all your needs. We look forward to hearing from you.
