Tesco turns to customers for content in Food Love Stories campaign

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by Charlie Spargo

With the vast majority of the British population remaining at home, Tesco has launched the next stage of its Food Love Stories campaign featuring real members of the public dedicating food to their loved ones.

Tesco requested that customers film themselves cooking and serving up meals, and share it on social media with the hashtag #FoodLoveStories. The first selection was broadcast on ITV last night (April 16th).

The campaign is supported by a DOOH campaigns featuring dedications to key workers around the UK. The campaign was created with BBH in under 10 days, and follows another advert launched just this week in response to the pandemic.

The first featured a family coming together over video call to cook their grandmother’s Easter lamb.

Chief Customer Officer at Tesco, Alessandra Bellini, 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.

“While 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.”