Major New Marketing Campaign Aims to Improve Public Perception of Tesco Brand
Following the recent Horse Meat Scandal which saw its profits and market share take a dive, this Sunday Tesco is launching a new marketing campaign titled 'Love Every Mouthful' to improve public perception of the quality of its food offering.
Ads highlighting the origins of its fresh produce and encouraging consumers to "celebrate everyday food" will run on TV, along with print, cinema, outdoor and social media activity.
Tesco UK Marketing Director, David Wood, commented: "So much care goes into the food we eat, from growing to picking, to choosing, to packing and tasting. We want to share our passion for food. The idea behind 'Love Every Mouthful' is simple - a reminder in our busy lives to savour every flavour, every scoop, every crunch, every drizzle, every mealtime conversation. Our approach is playful and we hope people will enjoy it."
The campaign was created by the Wieden + Kennedy Agency, which won the tender for a £110m advertising account last June. In addition, part of the creative was crowdsourced from Tesco staff sharing their favourite recipes, some of which will feature in the advertising.