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Tesco is once again highlighting how "every little helps" in its latest campaign focusing on its highest quality foods and ingredients. 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.