Tesco F&F 'Makes Fashion Sense'

Tesco's F&F unveils playful TV campaign 'Makes Fashion Sense'

BBH developed the fashion brand's new campaign, refreshed brand positioning and creative platform

By creative salon

Tesco fashion brand F&F has unveiled its latest TV campaign, refreshed brand positioning and creative platform.

Developed by BBH, the new platform, ‘Makes Fashion Sense’, is a move for F&F from value and location based, to a style focused choice. The platform communicates F&F’s focus on providing high quality clothing that is everlasting in both quality and trend, with the Tesco humour, helpfulness and value credentials it is renowned for.

The first campaign to launch under the Makes Fashion Sense banner coincides with the arrival of the A/W 2023 womenswear collection and cheekily sets the scene for F&F’s new brand world. The TV ad humorously leans into the tension of fashion vs supermarket.

At first glance the aesthetic of the 30s spot might emulate a stereotypical high fashion ad. The beautiful models, the stunning backdrops and the aspirational set up - but that down to earth wink, for which F&F is famous, reminds us that fashion doesn’t have to take itself so seriously.

Supporting the TV spot is a range of activity including a nationwide DOOH campaign that features beautiful photography and visuals that dial up F&F’s fashion cues, with copy that undercuts the image with the tongue in cheek humour people have come to love and expect from Tesco.

‘The Label’ was shot by Cannes Grand Prix winning director Elena Petitti di Roreto, which captures a cinematic reunion between two long lost souls. But the couple becomes throuple as Gary’s breath is taken away by Dawn’s F&F jacket.

“You’re joking, Dawn,” he says, only for her to reply, “It’s the jacket of the season Gary.”

Uche Ezugwu, Creative Director at BBH, said: "We wanted to bring some of that Tesco charm with everyday insights and a dash of helpfulness to everyday people by leaning into the tension between the fashion world and supermarket fashion.”

The campaign breaks on 11 September, with the TV ad premiering on ITV during Coronation Street and running across the UK and ROI across social, DOOH, radio, POS, display and as ITVBe idents.


Campaign title: F&F – Makes Fashion Sense

Advertising agency: Bartle Bogle Hegarty

Executive creative director: Helen Rhodes

Creative Directors: Uche Ezugwu & Karen Davidson

Lead Creative & Writer: Marc Rayson

Art director: Zoë Stott

Business lead: Anna Rosenthal

Senior Account director: Bella Bertolotti

Social Account Director: Tom Newman

Account manager: Megan Houghton-Brown & Shannel Darko

Agency film producer: Zoë Lynch

Agency senior film producer: Kreepa Naisbitt

Agency assistant film producer: Tina Mwazange

Agency print producer: Sarah Tooley

Additional Creatives: Chloe Stephenson, Charlie Pendarves, Dom Moria, Kieran Roe, Callum Prior

Group Strategy Director: Fran Miles

Senior Strategist: Joy Molan

Media planner: Sasha Macaulay

Media agency: EMC

Production company: Anonymous Content

Director: Elena Petitti di Roreto

DOP: Krzysztof Trojnar

Producer: Maddy Perkins

Editor/s: Francesco Roma

Post-production company: Elmntl

Post-production producer: Jenna Le Noury

Grade: Studio RM

Colourist: Jamie Noble

Sound studio: King Lear

Photographer: Maya Skelton

Retouching: Wellcom


Claire English – Head of F&F Marketing

Ben Lee - Head of Design Ladieswear, kids & Mens.

Ruby Spencer – Shoot Production & Content Manager

Hilary Adams - Shoot Production & Content Assistant

Emily Tulett - Campaign & Online Manager

Katie Langdon - Brand & Proposition Manager

Nicola Zachariades- PR & Social Manager

Sam Dixon – Point of Sale Manager


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