Created by The Red Brick Road, the campaign consists of three separate 30- and 20-second spots called "cheese", "finest" and "apples".
"Cheese", the first in the series, follows the success of a small food producer whose 'Wyfe of Bath' cheese won the Tesco Cheese Challenge. In "finest", the authentic ingredients that Tesco sources for its Finest British range are shown. Finally, "apples" stars the "heritage collection" of traditional British apples that Tesco is introducing to its stores.
Sam Cartmell, creative partner at The Red Brick Road, said: "Tesco sells great quality food. Hopefully these ads tell that story while retaining Tesco's humble tone of voice and sense of humour."
The ad was written by Cartmell and art directed by Jason Lawes. "Cheese" is directed by Kirk Jones and produced by Tom Boy. Charlie Stebbings directed "finest" through production company Park Village. "Apples" is directed by Susie Roberson and produced by The Paul Weiland Film Company.
The Red Brick Road won the £45m Tesco account from Lowe last December after Sir Frank Lowe set up the agency.
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