Tesco has launched a new campaign, ‘For the love of it,’ to mark the rollout of its Everyday Low Prices scheme, putting brand devotion at the center of its value message.
Created by BBH London, the work will run across TV, radio, OOH and press. Rather than focusing on price mechanics alone, the campaign highlights the emotional attachment shoppers have to familiar household brands, including Heinz, Marmite, Weetabix, Fairy and PG Tips.
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The film builds on moments of relatable tension and humor, integrating each brand’s iconic slogans directly into the narrative. Scenes such as a Marmite stand-off and a Weetabix flashback underline the insight that shoppers are reluctant to compromise on the brands they love, even when budgets are under pressure.
The campaign supports the launch of Tesco’s Everyday Low Prices scheme, which commits to consistently low prices on more than 3,000 branded products, alongside its existing Aldi Price Match and Clubcard Prices. By leaning into emotion and cultural familiarity, Tesco and BBH elevate a rational price proposition into a distinctive, brand-led platform designed to cut through at a time when value messaging dominates the category.
Felipe Serradourada Guimarães, executive creative director at BBH, explained: “The tension between wanting your favorite brands and needing to save money is a deeply felt, relatable emotion. Most price campaigns are purely rational. Ours is built on the non-negotiable devotion shoppers have for their chosen brands. By using drama and humor to amplify that ‘no compromise’ feeling, we’ve elevated a value proposition into a distinctive campaign that will genuinely cut through.”
BBH
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