CANNES – Out of 259 shortlisted entries for the Media Lions, 85 entries were given metals. The most coveted Grand Prix award was bagged by MEDIACOM London/BBH London for their work on Tesco’s ‘Tesco’s Food Love Stories.’
The ad campaign is a big and bold attempt to reassert the grocer’s brand image at a time when budget rivals are giving lots of supermarkets a run for their money. The ads, which began in early 2017 for a two-year run, coincided with Tesco’s first full year of growth in seven years.
The ‘Food Love Stories’ campaign isn’t just about putting a personal face to Tesco products, it’s about creating emotional bonds between the popular grocer and its customers, based around the ideas of relationships and fostering a sense of shared community.
Beyond the TV ads, the campaign also ran in print, outdoor, radio and print. Tesco also launched a content hub with ingredients and recipe cards for the featured meals, which were available in its large stores as the brand looked to champion the stores behind the meals featured in the ads.
For this event, 9 Gold Lions were awarded with 26 Silver Lions and 49 Bronze Lions.
The Media Lions celebrate the context of creativity. Entries will need to demonstrate an inspiring and innovative implementation of ideas. That is, work which is enhanced and amplified by a game-changing channel strategy.
View the full list of Media Lions winners below:
