TESCO PUTS BRAND LOVE AT THE HEART OF NEW VALUE PUSH

Tesco has launched For the love of it, a campaign by BBH London supporting its Everyday Low Prices scheme. Instead of focusing solely on discounts, the work spotlights emotional attachment to iconic household brands, blending humour and nostalgia to show shoppers don’t want to compromise on their favourites even when budgets tighten.

Tesco has put brand devotion at the heart of its latest value push, launching a new campaign titled For the love of it to accompany the rollout of its Everyday Low Prices scheme. Developed by BBH London, the work runs across TV, radio, OOH and press, and reflects a strategic shift from talking about price mechanics to tapping into emotional loyalty for iconic household brands.

Rather than positioning value as a clinical calculation, For the love of it leans into the insight that consumers are reluctant to switch away from the products they know best — even at a time when household budgets are under strain. The creative builds on moments of familiar tension, weaving in each brand’s recognisable slogans to underscore the idea that love for Heinz, Marmite, Weetabix, Fairy or PG Tips remains non-negotiable for many shoppers. In one scene, a Marmite standoff plays out like a domestic showdown, while a nostalgic Weetabix flashback humorously captures childhood imprinting. By mining the everyday drama of the weekly shop, Tesco reframes price sensitivity as something that must coexist with brand devotion rather than override it.

The campaign aligns with the rollout of Tesco’s Everyday Low Prices initiative, which promises consistent low prices on more than 3,000 branded products. It complements the supermarket’s existing Aldi Price Match and Clubcard Prices offers, forming a three-pronged value strategy designed to reassure customers that they can continue buying the brands they love without trade-offs. It also signals a calculated play in a category where value communication has become largely rational, dense and undifferentiated.

Felipe Serradourada Guimarães, executive creative director at BBH, noted that the core tension driving the campaign — wanting favourite brands while needing to save money — is a lived reality for millions. “Most price campaigns are purely rational. Ours is built on the non-negotiable devotion shoppers have for their chosen brands,” he said, adding that humour and drama help elevate a functional price message into a cultural one.