Itʼs Not A Little Thing. Itʼs Everything: Tesco celebrates the impact of food on the everyday

Tesco has launched a new food campaign by BBH, tapping into the significance of food to our daily lives.

From cracking the perfect boiled egg with its gooey golden egg yolk to the satisfying crunch of biting into sourdough toast smothered in butter, the new ad aptly titled “Itʼs Not A Little Thing. Itʼs Everything.ˮ highlights the emotional impact of food, celebrating the intricate details that make every dish and every meal special.

The new TV ad uses a series of vignettes to convey how food helps us express everything from gratitude to apologies, bringing people together and showing how delicious food makes all the difference.

Building on the success of the Tesco Icons out of home from 2024, the nationwide OOH champions the little details that are everything when it comes to how people experience food. The images were photographed by Jess Bonham through LGA, who brought her love for pattern, precision, and texture to hero the beauty and sculptural nature of Tescoʼs fresh ingredients.

The film, directed by Nogari through Iconoclast, dramatises the emotional impact of food on peopleʼs lives. Leaning into the iconicity of the Tesco Bags for Life, it tells the story of how the little things about food can impact every occasion, whether that is a way of saying thanks, an opportunity to show you're sorry, or simply a reason to get everyone together to party.

As part of the launch campaign, a selection of limited-edition Bags for Life featured in the film will be available in Tesco stores and will feature words from the film, like ‘Laughʼ and ‘Partyʼ. The bags themselves will also feature in key OOH sites to celebrate the emotional role Tesco food has on the lives of the nation.