Tesco has replaced its famous logo with fresh produce in a bid to showcase how it favours quality in its latest out-of-home advert.

Made with BBHLondon and entitled “Icons” the advert is based on the premise that even when the letters are removed the iconic blue chevrons mean that the brand is instantly recognisable.

Central to the campaign are visuals photography by Will Cooper. Different food items are used to represent the individual letters of the supermarket giant’s name.

BBH deputy executive creative director Felipe Serradourada Guimaraes said: “You need to have icon status to be able to play with your logo with such confidence.

“We at BBH are lucky enough to have one of the most iconic brands out there, Tesco, and to work with a team which is willing to throw away the rule book which dictates how it’s used.”

It runs from today (21 October) until 10 November.

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Tesco UK marketing director Murray Bisschop said: “We know quality is so important to our customers, regardless of whether they are treating themselves to a Finest steak or preparing a quick and economical stir fry.”

“We wanted a campaign that heroes the quality of our products in a clever and beautiful way and we love how the campaign has turned out. I hope people will have fun guessing the letters and might even find some inspiration for their next meal too!”

Last month the retailer collaborated with BBH to put out a similar advert focused on its iconic status.

The 60-second spot showed off some of Tesco’s most iconic meal deal products and featured a nod to British punk style.