Tesco has launched its ‘Now We’re Cooking’ campaign, which is designed to promote accessibility and inclusivity in the kitchen.

The supermarket retailer unveiled an accessible advertising campaign that shows plans to remove some of the barriers to cooking faced by disabled people.

Tesco’s advertisement won the Channel 4 Diversity in Advertising Award, which had the ‘Inclusive by Design’ theme to address a wide gap in the market.

The campaign features a 60-second launch film which shows cooks with a range of disabilities preparing meals. In the video the cast mention the ways cooking has not been designed for them and what would improve the experience.

The Tesco colleagues then respond using British Sign Language (BSL) translation and audio description, and the kitchen begins to prepare food. The campaign will run exclusively on Channel 4 initially and will be amplified by OOH.

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The UK marketing director at Tesco Murray Bisschop, said: “We work hard to make Tesco a place where everyone is welcome. We are grateful to Channel 4 for their support and the opportunity for us to try and change the status quo.

“This campaign is about rethinking how we help people cook in ways that work for them and shows how we can be inclusive by design, with recipes, adaptive cooking tools and a supportive shopping experience both in our stores and online.”

The advertisement was directed by Alan Masferrer through ProdCo and features 70-foot screens displaying open captions, audio description, clear typography and high-contrast visuals.

BBH London collaborated with the Diversity Standards Collective (DSC) and disability-founded production agency With Not For, to ensure the film was inclusive throughout the process.

The campaign includes 100 recipes adapted to meet the latest inclusive standards, which have the measurements written in full for e-reader legibility and specific timings rather than visual cues.

The recipes can be downloaded as an accessible eBook or an audio file or requested in Braille at Tesco’s Accessible Recipes.