If you’ve been reading my posts, or at least my Magnet Kitchens post, you’ll know that I love cooking. The next recipe I’m thinking about trying was born from Tesco’s Food Love Stories campaign, Nana’s Magic Soup.
Launched at the beginning of 2017 Food Love Stories reinstilled Tesco’s passion for food. Research showed that the quality of food was the main driver for customers choosing their supermarket of choice. The campaign focused on two parts, the first the suppliers and their passion for their produce and second the customers, their signature meals and who they love to make them for.
You’ve probably already seen this campaign still going strong with new adverts still being released under this campaign. Many of the Food Love Stories, like the one below, have strategically been released on an associated holiday.
As well as TVC’s the campaign also consisted of print, social and OOH marketing. If like my family, you’re a Tesco shopper you will probably have seen the recipe cards in-store which nicely matches with the OOH marketing and TVC’s end shots.
Ok, so I’m bound to like this campaign being a self-proclaimed foodie but that’s not the only reason. As a marketing campaign, in its own right, it’s brilliant. It doesn’t come across salesy in the slightest. It focuses on the true passion of food with something for everyone, simple recipes that don’t over complicate too.
They’re not just recipes though, behind every dish is a story helping us connect with Tesco as a brand. The people behind each dish is what this campaign is really all about. As Michelle McEttrick, Tesco’s Group Brand Director says, “good food brings people and families together”.
Well, it’s clear that I love this campaign but me having a good opinion doesn’t make it a successful campaign. Food Love Stories generated £679 million worth of revenue within 8 months. You can’t really argue with that and I could regurgitate more facts for you or I could just let you watch this video and point out that it’s an award-winning campaign too.
I hope you have enjoyed my brief look into Tesco’s Food Love Stories campaign. As always, I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram. Has it got you finding your passion for food too?
Featured image courtesy of YouTube/Tesco.