Tesco has launched a new campaign as part of a drive to increase the focus on its food quality credentials.

The supermarket giant has unveiled the ‘Food Love Stories brought to you by Tesco’ campaign, designed to “celebrate the passion and care” that shoppers put into cooking meals at home.

The renewed focus on quality and the customer will start with the first advert featuring a ‘hot or not chicken curry’ being cooked by David – who has been hiding the fact he doesn’t like spicy food from his wife for 15 years by adding yoghurt to his meal without her knowing.

The TV ad will air for the first time this evening on both ITV and Channel 4, with spots in Coronation Street, Emmerdale and The Undateables.

It will be followed by a host of other ‘Food Love Stories’ throughout January, including Iain’s ‘proper’ croque monsieur, Henry’s ‘being good tonight’ falafel and Sunita’s ‘secret veg’ meatballs.

As part of the campaign – Tesco’s first major food drive in partnership with creative agency BBH and media agency MediaCom – recipe cards for each of the featured dishes will be available in the retailer’s larger stores and on its website.

‘Great pride’

Tesco’s group brand director Michalle McEttrick said: “We’ve always taken great pride in the quality of our food and we know how good food brings people and families together.

“So this January, we’re launching ‘Food Love Stories brought to you by Tesco’, a campaign which puts food at the very heart of our business and tells the stories behind the meals we all make for those closest to us.”

Previously, Tesco had used comic actors Ruth Jones and Ben Miller in its TV advertising, adding a comic touch to its campaign.

The duo took centre stage again during the golden quarter, putting the emphasis on family under the ‘Christmas, bring it on’ tagline.

Tesco is among a slew of retailers poised to unveil details of their Christmas trading performance on Thursday, alongside the likes of John Lewis, M&S, Debenhams and Primark