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Tesco is marking the launch of its diverse range of skin tone plasters with a campaign running across press and digital out-of-home.

"About bloody time," the ads declare. Tesco is the first UK supermarket to launch such a range, which will be available in three skin tones – light, medium and dark. It hopes the launch will inspire other retailers to follow suit and offer a more diverse range of plasters to customers. The work was created by Dan Seager and Steve Hall.