Tesco has announced a major change which will come into effect in every store. The supermarket giant is launching a new food campaign aimed at reaching into the significance of food to its customers daily lives.
It says it will tap into the store’s “obsession with making every mouthful special”. And as part of the campaign the store Bags for Life will be switched to remove the word Tesco and replace them with words likely to trigger an emotional response like “Loved” and “Laugh”.
The store explains: “From cracking the perfect boiled egg with its gooey golden yolk to the satisfying crunch of biting into sourdough toast smothered in butter, the new ad aptly titled ‘It’s not a little thing. It’s everything.’ highlights the emotional impact of food, celebrating the intricate details that make every dish and every meal special.”
It says its new TV advert aims to show how food can play a role in every life moment, whether that’s a way of saying thanks, an opportunity to show you’re sorry, or simply a reason to get everyone together to party. Both the TV ad and large-scale billboards also feature Bags For Life with the iconic Tesco logo where the lettering has been replaced with other 5-letter words including “Treat”, “Party” and “Share”.
The exclusive limited-edition bags will be available in Tesco stores nationwide from this week. Murray Bisschop, UK Marketing Director of Tesco said: “When it comes to food, every detail matters to us, because we know the role it plays in our customers’ lives. Our new campaign captures this. We believe a great dish starts with quality ingredients, whether that’s a tender steak, crisp greens or juicy corn on the cob. For us, it’s not a little thing, it’s everything.”
The campaign will run initially for three weeks with the five redesigned Bags for Life replacing the word Tesco with “Laugh”, “Share”, “Party”, “Treat” and “Loved” on sale in store for a limited time. Like regular Tesco Bags for Life, the bags are made of 100% recycled plastic and cost 30p.