Tesco launched its Everyday Value advertising campaign with a TV ad last night.

The 40 second ad debuted during ITV’s British Soap Awards and a second creative aired on Channel 4 later on in the evening.

The new campaign champions the importance of everyday food for families and promotes a “loyal frozen friend” – the fishfinger – and potatoes.

Tesco UK marketing director David Wood said: “This campaign demonstrates that Everyday Value products can be part of everyone’s basket, whatever their budget, alongside the other Tesco ranges. It reassures customers that Everyday Value can balance the cost of their shopping and they can still enjoy great quality, at a great price.

“And that’s at the heart of the reason for this change. We want our customers to feel that they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference.”

The TV ad is support by a broader marketing campaign including print and poster ads and editorial in consumer magazines.

Tesco Everyday Value

Tesco Everyday Value