"Around the Corner: Emilia-Romagna"

4 June 2026

30s

So near and yet so far.

As the International Air Transport Association warns of higher ticket prices for air travellers due to the Iran war, Tesco shows how easy it is to reach Italy's Emilia-Romagna region (easy for the guy in this 30" commercial, at least). When asked to get some Parma ham from Blue Supermarket, he sticks on his raincoat, walks around the corner, and emerges on a balmy Italian street.

In the hands of director Tim Bullock, production designer Sarah Jenneson, and food stylist Sal Henley, Blue Supermarket's deli meats aisle becomes a tradizionale store in its own right. The protagonist might not speak Italian (his confusion at the self-checkout machine is a lovely touch), but he knows what good ham tastes like… and Tesco appreciates how much a good origin story.

The execution sums up its desire to make renowned international food convenient, so it feels like customers have gone straight to the source. As the rain starts to fall outside in 'Italy', however, it's a knowing reminder that refined palates still have the Great British weather to contend with.

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