Tesco has put co-parenting centre stage as it reminds consumers that it can help answer those last-minute “what are we having for dinner?” moments in the latest Food Love Stories film.
Developed by London-based creative agency BBH, the film features a newly-split family navigating their new dynamics over an impromptu BBQ, with the recently separated parents working together to make it happen.
“We see plenty of happy households in advertising but it’s rare to find portrayals of couples who are still figuring out how their new family dynamic can work,” said BBH deputy executive creative director, Felipe Guimaraes.
The UK campaign will be shown across TV, online video, out-of-home (OOH) and will include social and digital activity, as well as running in print for three weeks.
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The ad follows the success of previous installments of the UK’s largest supermarket’s ‘Food Love Stories’ series, which has been at the centre of the brand’s marketing since its 2017 launch.
In recent years, the films have put more emphasis on positioning Tesco at the centre of emotional storytelling, rather than simply describing and preparing meals.
“Each Tesco Food Love Stories focuses on people coming together over good food,” said Tesco chief customer officer, Alessandra Bellini.
“Our latest heart-warming campaign follows recently separated parents preparing a delicious and convenient BBQ meal together, for their daughter.”
The expanded approach follows on from Tesco’s previous advert, “Cathy’s ‘It Gets Easier’ Mushroom Stew”, which landed a 5-star Test Your Ad score, from creative effectiveness platform, System 1.
“I am incredibly proud to have been part of this project. A story told with all the nuance and care that it deserves. Bravo to the whole Tesco team for moving on the way we tell Food Love Stories,” added Guimaraes.
