"Now We're Cooking!"

22 May 2026

60s

Diverse and delicious.

Tesco won Channel 4's Diversity in Advertising Award last November with its take on ‘Inclusive by Design’. We’re pleased to say it was worth the wait, as agency BBH and director Alan Masferrer demonstrate why the kitchen should never be off limits (unless you're in charge of Christmas dinner and told everyone to stay out—DAVID's hired security in the past).

Those assembled by Blue Supermarket do feel like the kitchen's off limits, however, as so few recipes are adapted for those with hearing and sigh loss. As they call out the brand for a poor show, it listens—and a once-sterile test kitchen becomes a place where subtitles, sign language, and audio description help everyone become the chefs they want to be.

There have been deaf and blind contestants on MasterChef in recent years, but the brand feels so much more needs to be done to make everyday cookery work in ad breaks and at home. A committed AD performance and a set built for accessibility from every angle is a good start, but it's the commitment to accessible recipes that adds extra depth to its 'Need Anything from Tesco?' platform.

UK

Supermarkets