Tesco makes step change in how it talks about food with new campaign

Tesco is making a big change to the way it talks about food in its advertising, moving away from promoting individual items or heroing particular products to instead set out its quality credentials and the passion and care that goes into the meals its customers prepare.
The campaign, ‘Food love stories brought to you by Tesco’, launches today (9 January) and is the first major food campaign from its agencies BBH and MediaCom, which were appointed in 2015 by the then new CEO Dave Lew