Tesco is to launch a major new ad campaign at the weekend in its latest drive to woo shoppers.
The campaign will break on TV on Sunday with national press ads to follow from Monday, The Grocer has learned.
Work on the campaign, developed by agency W+K, started last year. It will focus on the seasons, fresh ingredients and everyday mealtimes.
The Grocer can reveal that Tesco has unveiled details of a new campaign – named ‘Passion For Food’ internally – to staff, to laud its expertise in food.
“This is not just an advertising campaign, but this is a big culture shift for us as a business”
Passion For Food is set to stress “how we love, respect and care for the products we sell”, Tesco said in its staff magazine.
“By sharing our passion for food and our own personal love of food, we can show customers how much we love and care for our food, rather than just telling them,” Tesco’s UK food commercial director John Scouler is quoted as saying.
Tesco is asking staff to share their own “excitement and ideas” as part of the Passion For Food campaign.
In-store staff taster sessions, part of Tesco’s Making Moments Matter staff training exercise, had already prepared the ground for Passion For Food, it said.
“We want to show that our passion stretches far beyond our advertising. We need to show more love to our food from the moment we source it to the moment our customers eat it, from how we select it and distribute it, to how we sell it,” Scouler said.
“This is not just an advertising campaign, but this is a big culture shift for us as a business,” Scouler added in a promotional video aimed at staff (above).