Tesco has launched a new campaign, Love Every Mouthful, highlighting its fresh food credentials. As the corporate blog explains: It’s our way of celebrating food in all its glory. We all lead busy lives and it’s easy to lose touch with what food is really about. It’s not just a fuel. It’s a daily pleasure, something to savour and to share.’
Admittedly, ‘passionate for food’ is not path-breakingly new for a grocery store chain, as Dominic Mills points out. But the execution (especially the film) is engaging and passes the first test of advertising in flying colours: noticeability. It also gets the viewer interacting with the visuals and the message in an emotional manner.
You can view the second TV spot here.
I thought what worked was the strict adherence to category code of food advertising: make it mouth wateringly good.