Tesco tells UK to 'Love Every Mouthful'

Tesco staff and suppliers are telling customers to "Love Every Mouthful" in a TV, cinema, out-of-home, press, social media and digital campaign designed to celebrate "food in all its glory".

  • Part of Tesco's

    Part of Tesco's "Love Every Mouthful" campaign

  • Part of Tesco's

    Part of Tesco's "Love Every Mouthful" campaign

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The campaign, which has been created by Wieden + Kennedy and kicks off on Sunday night 21 July, features some of Tesco’s staff and suppliers showing consumers their favourite recipes and what they grow in their own gardens and allotments.

Social elements will show the journey of food from farm to plate; while a dedicated microsite, a presence on the supermarket's Facebook page and Twitter hashtag #loveeverymouthful will provide various social and interactive aspects of the campaign.

David Wood, Tesco's UK marketing director, said: "So much care goes into the food we eat, from growing to picking, to choosing, to packing and tasting. We want to share our passion for food.

"The idea behind 'Love Every Mouthful' is simple: a reminder in our busy lives to savour every flavour, every scoop, every crunch, every drizzle, every mealtime conversation. Our approach is playful and we hope people will enjoy it."

Tesco has also written about the campaign and its conception on its Talking Shop blog.

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