Tesco has launched a new campaign emphasising the vital role food plays in our daily lives.

Titled ‘It’s Not a Little Thing’, the campaign—developed by creative agency BBH—replaces the supermarket’s previous ‘Food Love Stories’ initiative.

Through a series of vignettes, the campaign illustrates how food serves as a powerful way for people to express emotions, from gratitude to making amends.

BBH executive creative director Felipe Serradourada Guimaraes stated: “Finding the nation’s biggest grocer’s point of view on great quality food, is not a little thing, it’s everything.”

As part of the campaign, Tesco will offer a selection of limited-edition bags for life, as seen in the campaign’s hero film, available for purchase in stores.

The campaign will be rolled out nationwide across TV, video-on-demand, cinema, social media, radio, press, out-of-home, and digital platforms.

Tesco UK marketing director Murray Bisschop said: “When it comes to food, every detail matters to us, because we know the role it plays in our customer’s lives. Our new campaign captures this.

“We believe a great dish starts with quality ingredients, whether that’s a tender steak, crisp greens or juicy corn on the cob. For us, it’s not a little thing, it’s everything.”