LO1 :Analysed Tesco's Love stories Advert/Campaign #2

Tescos's Food Love Stories 2018 Advert




Tesco supermarket has created a 2018 advert named "Food love stories", the adverts all have a continuous theme of homemade recipes that have been shared in communities or families. Tesco's have used these very personal recipes and demonstrated how celebratory they are in international cuisines made by their ingredients and the inclusion of all ethnicities and cultures.
All the adverts created have a very consistent layout, this demonstrates the ideology of equality, it could be seen that the consistent banners and writing font demonstrate how we should all have the same treatment no matter what race or religion, this also creates a consistent house style throughout all adverts, the adverts all contain the name of the person creating the food followed by the name of the dish however this names in quotation marks to demonstrate how personal the dish names are to the people who have created the food. The food that has been created has a wide variety of continental meals, the array of different cultured foods that have been featured has been a massive sign of inclusion in Tesco's brand.
The target audiences are adults aged 25-60, the adverts target both genders and create a mass target audience by targeting the C1 and below occupations. This massive target audience is aimed at by including both genders in all the adverts and ensuring that no ideology is included of women being the only gender who cook and feature both genders equally throughout. Along with the unisex advertising they also aim for audiences who are aged 25-60, They have aimed for this range as they have featured younger cooks such as "Henry" however any audiences younger than 25 would stereotypically be more focused on microwavable meals. The meals featured in all adverts are shown to be cooked from scratch this creating connotations of an older audience due to the older generations are stereotypically known to be better at cooking and at a higher level of culinary.
The advert also aims at a range of occupations and money incomes, due to Tescos being known to be budget friendly and be one of the cheaper supermarkets they aim they're adverts at the everyday working audience who would cook for their families or friends, you can see this approach in the photography of the adverts as the models photographed you would expect to see walking down the street.

The key messages of the campaign are things such as cooking being a way to celebrate culture and the merging communities in today's society, the celebration of culture is seen in the different ethnic models holding up a variety of dishes for example in 'Davids' picture he is holding a chicken curry, an originating Indian cuisine and the fact that David is a white male demonstrates that love for food stretches across communities.

To engage the audience, Tesco has created advertisements containing everyday people, this being a break in convention as normally the model in the advert has an aspect of sex appeal and creates an ideal self/partner ideology however as the audience sees normal people who the audience would relate to this then creates not only the idea of them being able to cook the appealing meals the models are showing but they are also welcomed by Tesco's and this then creates inclusion making the audience more likely to shop at Tescos.

The campaign has been placed in locations that will be seen by their target audience in particular, this means they have placed billboards on busy roads where thousands of drivers will be passing daily by placing billboards on roads and motorways this then means people driving to and from work see a comforting and relatable sight, The video advert shows a mum cooking her ill son some soup whilst we see hints of Tesco's helpfulness for example whilst an assistant puts her trolley away for her whilst she is on the phone, this advert is seen as very heartwarming and once again very relatable for the everyday parents who can especially associate with her being stressed because of her ill son, This advert is broadcasted on major channels like BBC and ITV, these would be the two main channels that would be seen by the target audience, its shown in between programmes that appeal to the target audience e.g Masterchef or Pointless, this once again to target the specific audience, as well as the advert being shown on TV it is also shown in between YouTube videos, the YouTube videos that the advert is usually placed in between would be reality/talkshow highlights such as Good Morning Britain, this would mean the younger section of the mass audience would also be targeted whilst they are online.

The campaigns choice of cross media advertisement ensures that both digitally aware adults and more traditional adults can both receive the same amount of coverage of the product, this is important due to the huge range of ages in the target audience.

In Tesco's Food Love Story campaign, the company Tesco's has created a very ethically positive advert for example the usage of many different cultures, religions, genders and ages in their adverts has created a very inclusive advert and therefore makes it very ethically correct this being recognised by the audience and increasing the likeliness for target audience members to buy products suggested.