Tesco has launched a new campaign spotlighting the sourcing, care and expertise behind its premium food ranges.

The “Quality Around the Corner” campaign, created by BBH London, aims to reinforce Tesco’s food quality credentials by showing how the grocer brings products from around the world to shoppers’ local stores.

The campaign features Tesco Finest Mesquite, Beech & Oak Wood Smoked Salmon from the Shetland Islands, Tesco Finest 20 Month Matured Parma Ham from Italy’s Emilia Romagna region, and Tesco Finest Cave Aged Goat’s Cheese from the West Country.

Tesco said the work taps into the growing number of shoppers looking to create restaurant-quality meals at home, while showing they do not have to compromise when shopping with the supermarket.

Tesco UK marketing director Murray Bisschop said: “Quality matters to our customers, and this campaign brings to life the care, expertise and attention that goes into every product on our shelves.

“From the way we source our ingredients to the standards we hold across our Tesco Finest range, Quality Around the Corner shows that exceptional food can be part of every shop at Tesco, whether customers are picking up a few essentials or creating something a little more special at home.”

BBH London and Dublin chief creative officer Felipe Serradourada Guimaraes said: “The best answer to a brief is to deliver an insight in the most crafted and charming way. Quality Around the Corner is just that.”

The campaign will run across TV, video on demand, subscription video on demand, out-of-home, digital out-of-home, press, digital, radio and social in the UK for three weeks from 1 June.

The films were directed by Tim Bullock through production company Rogue Films.

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