"For the Love of It"

9 January 2026

30s

Do you speak slogan?

Supermarket own-labels may be more popular than ever, but Tesco still appreciates good old-fashioned brand power. As Blue Supermarket reintroduces its value label after a long absence, it takes the opportunity to big up Heinz Baked Beans, L'Oréal, Weetabix, and Marmite—four brands that most shoppers know the words to, you might say.

Slogans roll off the tongue as the cast wander up and down the aisles: 'Beanz Meanz Heinz' gets a heartfelt "that it does, dear—that it does" in response; 'Because I'm worth it' earns a "you are" from a passerby; "Have you had yours?" blends a textbook sight gag with a mother-son moment; and Marmite… well, Marmite always sparks debate.

Each brand has its own vibe and visual identity, as we all know, so for directors Bradley & Pablo to ensure each has room to breathe and feel like themselves in 30" is quite a feat. Yes, it's a new year, but the advertised supermarket's happy to play the golden oldies if it leads to more customer engagement. Did somebody say, "Every little helps"?

UK

Supermarkets