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Tesco’s latest campaign emphasises the provenance and quality of its food, following remarks by the chief executive, Philip Clarke, that the era of cheap food is coming to an end. The TV spot, by Wieden & Kennedy London, shows people enjoying food while a voiceover declares: "This is not just fuel."

The ad then describes how food is responsible for, among other things, bringing families together. It was written by Sam Oliver, art directed by Shishir Patel and directed by Daniel Wolfe through Somesuch & Co.