The people of Grimsby seem to be generally pleased with our new ad for the Tesco Finest range, featuring a tradtional Grimsby smokehouse which supplies Tesco Finest smoked haddock.

Here's an article from the Grimsby Telegraph.

They say:

SMOKED haddock, the Dock Tower and the Pontoon Stand are among the icons of Grimsby starring in a new national TV advert.
Supermarket giant Tesco has chosen the town for its latest advert which promotes its Tesco Finest range.

The 30-second film features footage of haddock being cured in one of the town's smokehouses, Grimsby Town fans cheering their side on at Blundell Park and a view across Grimsby Docks at dusk – set to the sound of chanting from the Pontoon.
It also shows customers in a cafe tucking into the fish, which is prepared for Tesco at Seachill's smokehouse, Russells, in Riby Street.

The new advert has been praised by both the town's MP and mayor and has delighted those connected with Grimsby's seafood industry and its football club.
Great Grimsby MP Austin Mitchell said: "I think it's brilliant. It tells the world what we already know – that Grimsby is best for fish. It makes me feel so hungry I want to have some smoked haddock right now!"
Mayor of North East Lincolnshire, Councillor Peggy Elliott, said: "I think it's great. It shows the traditions of smoking fish being passed down the generations and the crowd yelling at the football. My husband Steve thought he could hear himself in the crowd. It is very atmospheric and it shows Grimsby in a positive light."

Steve Norton, chief executive of the Grimsby Fish Merchant's Association, which is spearheading the Traditionally Smoked Fish project, said: "To have someone like Tesco behind it clearly demonstrates that it's a good product, and it's something that the public are interested in. Hopefully it will heighten the awareness of traditional smoked fish, which is what we have been trying to do with this project. The advert talks about the tradition and the technique. It's only a brief clip, but it does capture the essence of the natural method of curing. Anything that's going to be a positive message for our industry or a niche part of it has got to be good news."
John Fenty, Grimsby Town FC director and former owner of Five Star Fish, said: "Having been lucky enough to earn my living from the fish industry it's great to see Grimsby and the club again on national adverts like this. The last I recall was Young's on national TV when they really flew the flag for Grimsby.
"In this case, the club is well and truly embedded in the video, which highlights Harry the Haddock, the Pontoon and in the background the singing faithful in full voice, all topped off by pictures of the iconic Dock Tower.
"The advertisement represents the best fish in the world in my opinion – haddock bearing the infamous finger and thumb prints where Jesus plucked one from the sea to feed the many, and Grimsby is still doing the same today."
The advert has particular resonance for Mariners' fan Robert Smith, as it features the "Fish!" chant he is credited with initiating at an away game at Rotherham almost 14 years ago.
He said: "I thought it was quite inspiring. It has all the Grimsby icons. It's nice they are focusing on some of the positive aspects. People from outside the area don't realise what a pleasant place Grimsby is.
"I won't be retiring from the day job. I do shop in Tesco so some extra club card points would have been nice!"

I didn't realise that Jesus had been involved in the Grimsby haddock trade, or that Robert Smith was responsible for the Grimsby 'fish' chant as well as such pop-goth standards as 'A Forest' and 'The Lovecats' but it's nice to get a positive reponse from the local community. Here's the TV spot again:

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