To showcase the expanded meal deal range at Tesco, a new campaign from BBH capitalises on the cultural phenomenon of the meal deal.

The meal deal has fast become a staple of British culture and a hot topic of conversation both on and offline. Dedicated ‘rate my meal deal’ Instagrams, Reddit threads and group chats include people sharing their meal deal choices. Often inviting others to give their opinions on the combination of main, drink and snack. The combinations are endless and the discussions can get heated.

Riffing on this notion Tesco’s new social campaign shines a light on the beloved meal deal and asks the nation to get creative with their combos. A new film created with the help of BBH London features people showing off their choices.

‘Your Best Combo, Made Better’ has been directed by Otis Dominique and produced by BBH’s Black Sheep Studios. The film depicts people from all different walks of life passionately show off their meal deal choices all believing that their combination is the best. 

The spot opens in an urban park with someone about to tuck into his lunch. Passionate about his selection of meal deal he takes a picture and uploads it to his social feed, boasting that the improvements ‘slap’.  Quickly he’s interrupted by other meal deal eaters from around the park, each sharing their choice and throwing the gauntlet down that their choice is the best one.

From selecting a sausage roll as a side, picking a smoothie as a drink or going for a salad instead of a sandwich, people share their tips and tricks for creating the perfect meal deal.

“Every Brit has a combo they are willing to die on a hill for, reflecting this in a playful way was the only way I wanted to go. PS - it’s prawn mayo sandwich, BBQ Hula Hoops and a Coke. End of,” says Thomas Reynolds, Associate Creative Director, BBH London.

The spot aims to show the breadth of choice and selection on offer at Tesco as it increases its meal deal range. The range includes seven new salads in the core offerings for healthier lunch options and a range of ingredients designed to improve lunch. Cheddar matured longer for extra strength, plum tomatoes for extra sweetness and new seasonings for a more delicious flavour.

The campaign will run for four weeks across social platforms including TikTok, Facebook and Instagram.

Putting the debate in the hands of audiences and fueling the fire of conversation with new options and combinations, ‘Your Best Combo, Made Better’ successfully maximises on the cultural capital of the meal deal.