Media jury savours Tesco ads


The winner of the 2018 Media Grand Prix is Tesco’s 'Food Love Stories', entered by Mediacom and BBH London on behalf of retailer Tesco.

Explaining the choice, jury president Tim Castree, global CEO of Wavemaker, said: “We had a feeling this year that media trade craft is being commoditised. So we wanted to reward a campaign that showed trade craft across a multitude of areas. And this was terrific work.”

Tesco’s 'Food Love Stories' was a multimedia strategy which saw the retailer attempt to shift the emphasis in its sector from price to people’s love of food. The strategy which covered everything from above the line advertising to recipe cards - appears to have worked, with Tesco claiming that it drove £679m of new revenues in just eight months.

Castree said a notable trend this year was brands getting more engaged in corporate social responsibility. “They were moving from purpose-driven ads to a kind of corporate activism, actively taking sides in areas like LGBT, women’s rights and xenophobia. We also saw a lot of innovation in traditional media such as out-of-home and print, an example being the 'Highway Gallery', a Silver winner on behalf of Louvre Abu Dhabi.”

There were innovative tech hacks and gifs, said Castree, but also examples of what he called: “massive technical innovations at scale, work that is right at the intersection of media and technology.”

All told there were nine Media Golds, with the UK taking three of them. Brands to secure Golds included Coca-Cola, Aldi, Spotify, Argos and Intel.

Harriet Palmer