Tesco’s latest campaign celebrates the iconic meal deal

UK – Tesco is spotlighting its beloved meal deal with a fresh campaign celebrating an upgraded version of the popular lunchtime offering. Created by BBH London, the campaign taps into the cultural fandom surrounding the deal, which offers customers a main, snack and drink at a discounted price.

Inspired by the viral trend of rating meal deal choices on Instagram, the ad, Tesco Meal Deal – Your Best Combo, Made Better, depicts a range of people arguing the case for why their meal deal combinations are best. The ad then reveals that the Tesco meal deal is getting an upgrade.

With more than 10m possible combinations now available, the campaign highlights improved ingredients, such as longer-matured cheddar and juicier prawns, and introduces more than 20 new mains. It also promotes healthier options, including seven new salads.

In our Is Essentialism the Future of Branding? viewpoint, we explore how brands can harness essentialism to forge stronger consumer connections. Tesco’s Meal Deal campaign exemplifies this by focusing on its core offering, reinforcing what customers value most about the brand.