Tesco

BBH London *Lead Agency

Food Quality Perceptions of Tesco's own branded food were low and lagging the category. This campaign helped customers fall back in love with Tesco Food by telling the stories of the food their customers love to make for the people they love, and by focusing on the brand's behaviours and all the things Tesco does to ensure great-tasting food. It took the brands Food Quality Perceptions from historic lows to historic highs, turning 'users' back into 'choosers' and elevating the brand's scores above key competitors.