Perhaps aware it has been taking a pasting from Sainsbury’s on the ad front, Tesco has cleverly evolved its ‘Food Love Stories’ campaign.

Two new ads in the push sees Tesco replace some of its ‘stories behind recipes’ (possibly true, frequently banal) with two social issue-based ads. The first shows the kids of Bo’ness Academy transforming Tesco leftovers into food for their community café. The second takes us to the home of a foster mum who’s looked after more than 800 children. The plinky-plonky piano music remains, but the films are affecting.

Tesco can’t abandon Food Love Stories so soon after dropping its annoying ‘family’, so this side-step is a smart move. A sober, impressive counterpoint to Sainsbury’s whimsy.