BBH London has won F&F, Tesco’s clothing brand – a move resulting directly from the strong relationship it has built with Tesco, for which it has been creative agency for the past seven years.

F&F is working with BBH London on its positioning and plans to relaunch their new brand platform in the second half of 2023.

BBH London has been Tesco’s creative agency since 2015, when it won the business from Wieden + Kennedy as it sought to reconnect with customers and rebuild trust in the brand.

In the seven years since, BBH’s powerful partnership with Tesco has grown from strength-to- strength across the business. 

BBH’s work for Tesco Mobile over the past 12 months began with a tongue-in-cheek integrated campaign calling out the frustration for mobile phone users of mid-contract price hikes.

The year culminated in Tesco’s Christmas 2022 campaign in which The Christmas Party made a ‘party broadcast’ campaigning for much-needed festive merriment in these tough times delivering an affordable Christmas for all.  

BBH began working on F&F’s positioning alongside the new communications strategy and creative in October 2022.

Holly Ripper, MD at BBH, said, “We are thrilled to have the opportunity to work with such a special brand. Tesco is a big part of our creative heritage and we’re looking forward to working alongside our new, talented partners at F&F on their next chapter."

Jan Marchant, managing director Home and Clothing at F&F, said, “We too have a lot to be excited about this year. We have a brand with strong momentum that brings aspirational, high quality fashion at supermarket prices to the nation, plus we're working with our partners at BBH to define the strategic and creative direction for the brand."