Tesco’s inclusive casting praised in adland-friendly campaign

Tesco, working with agency BBH London, has released an ad that borrows from iconic UK brands, winning praise from the Diversity Standards Collective for reflecting modern Britain’s diversity.

The ad is bound to play well with the creative industry, which, more than most, won’t miss any of the tagline references.

But, as well as being an ode to timeless advertising copy, the spot won praise for its cultural representations, such as South and East Asian families with Marmite and Black Brits with Weetabix.

Rich Miles, CEO, Diversity Standards Collective, said: “Borrowing equity from some of the UK’s most iconic brands feels instantly iconic in itself. But it’s the casting, and the subtle role it plays in pulling you in, that I think really makes this brilliant. South and East Asian Brits with Marmite, Black Brits starting the day with Weetabix and Over-65 Brits lobbing a can of Heinz beans playfully to each other.”

“This casting feels unexpected for those brands, yet completely right for Tesco, and the communities it serves…and to let you into a secret, that was the plan.”

The Diversity Standards Collective connected the team to the communities featured for guidance, specifically canvassing their lived experience to help make sure no casting choice felt ‘accidental or tacked on’.

Progressive evolution

The campaign follows BBH London’s ‘Food Love Stories’ series, which earned Cannes recognition, by integrating diversity into the core idea rather than as an add-on, differing from simpler ‘Your Best Combo’ promotions.

Other Diversity Collective-praised campaigns of late include Burberry’s efforts, which, although very different in tone, successfully reflect the modern face of Britain.