The first 60-second instalment of the grocer’s campaign aired last night, focusing on how different families cook and eat turkeys on Christmas Day.

Tesco’s ads will use the ‘Everyone’s Welcome’ strapline as it bids to woo new customers during the golden quarter.

The supermarket giant will donate £1 from every fresh turkey bought in-store or online to its food charity partners FareShare and The Trussell Trust to help those in need this Christmas.

Tesco chief customer officer Alessandra Bellini said: “This year, our campaign will celebrate the many ways we come together at Christmas, and how food sits at the heart of it all.

“We want our customers to know that however they choose to do Christmas, and no matter what they need, we can help.”

FareShare chief executive Lindsay Boswell added: “Christmas is the one time of year that brings everyone together however, FareShare is seeing an increased demand to support charities who help people experiencing food poverty or who are alone at this time of year.

“This generous initiative from Tesco is perfect timing – it means we can help 6,700 charities across the country to continue providing food and life-changing services to those in need this Christmas.”

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