15 years ago, Tesco introduced their finest* range to customers, raising the bar for premium food in supermarkets with a focus on quality and taste. This year, they have relaunched the range to reflect how customers’ tastes have evolved over the years. Provenance, sustainability, ingredients, freshness and seasonality. That's what counts.  

Our campaign supporting the relaunch focuses on the stories of the producers behind the range.

These are stories of people with a real passion for food, people doing incredible things to make their products truly special. We wanted to celebrate every bit of passion, craft and love that goes into making the products selected for the finest* range, painting a rich portrait of the elements that come together to make each one unique: the people, the surroundings, the ingredients. 

Two 30” films, directed by Kim Gehrig, tell the unique stories of the suppliers behind two finest* products. For the first film, we sent our team to Lincolnshire to capture the atmosphere of the Tummey family’s 100 year old Grimsby smokehouse, where traditionally smoked haddock gets its intense smoky flavour. 

Print and OOH executions, shot by photographer Tessa Traeger, feature Mr Lea-Wilson and his finest* Anglesey Sea Salt, Mr Fraser and his finest* Wild Mushrooms and Mr Bertolini and his finest* Parmigiano Reggiano D.O.P. 

To find out more about the range, visit Tesco's finest* microsite http://realfood.tesco.com/our-food/tesco-finest-range.html