F&F’s fashion flair is front and centre in its latest TV campaign, thanks to a refreshed brand positioning and creative platform developed by BBH.

The new platform, ‘Makes Fashion Sense’, is a move for F&F from value and location based, to a style focused choice. Makes Fashion Sense communicates F&F’s focus on providing high quality clothing that is everlasting in both quality and trend, with the Tesco humour, helpfulness and value credentials it’s renowned for.

The first campaign to launch under the Makes Fashion Sense banner coincides with the arrival of the A/W 2023 womenswear collection and cheekily sets the scene for F&F’s new brand world. The TV ad, premiering on 11th Sept / ITV1 humorously leans into the tension of fashion vs supermarket.

At first glance the aesthetic of the 30s spot might emulate a stereotypical high fashion ad. The beautiful models, the stunning backdrops and the aspirational set up – but that down to earth wink, for which F&F is famous, reminds us that fashion doesn’t have to take itself so seriously. 

Supporting the TV spot is a range of activity including a nationwide DOOH campaign that features beautiful photography and visuals that dial up F&F’s fashion cues, with copy that undercuts the image with the tongue in cheek humour people have come to love and expect from Tesco.

‘The Label’ was shot by Cannes Grand Prix winning director Elena Petitti di Roreto, which captures a cinematic reunion between two long lost souls. But the couple becomes throuple as Gary’s breath is taken away by Dawn’s F&F jacket.

“You’re joking, Dawn,” he says, only for her to reply, “It’s the jacket of the season Gary.”

Uche Ezugwu, Creative Director at BBH, said: We wanted to bring some of that Tesco charm with everyday insights and a dash of helpfulness to everyday people by leaning into the tension between the fashion world and supermarket fashion.”

The campaign breaks on 11th September, with the TV ad premiering on ITV during Coronation Street and running across the UK and ROI across social, DOOH, radio, POS, display and as ITVBe idents.


  • Campaign title: F&F – Makes Fashion Sense
  • Advertising agency: Bartle Bogle Hegarty
  • Executive creative director: Helen Rhodes
  • Creative Directors: Uche Ezugwu & Karen Davidson
  • Lead Creative & Writer: Marc Rayson
  • Art director: Zoë Stott
  • Business lead: Anna Rosenthal
  • Senior Account director: Bella Bertolotti
  • Social Account Director: Tom Newman
  • Account manager: Megan Houghton-Brown & Shannel Darko
  • Agency film producer: Zoë Lynch
  • Agency senior film producer: Kreepa Naisbitt
  • Agency assistant film producer: Tina Mwazange
  • Agency print producer: Sarah Tooley
  • Additional Creatives: Chloe Stephenson, Charlie Pendarves, Dom Moria, Kieran Roe, Callum Prior
  • Group Strategy Director: Fran Miles
  • Senior Strategist: Joy Molan
  • Media planner: Sasha Macaulay
  • Media agency: EMC
  • Production company: Anonymous Content
  • Director: Elena Petitti di Roreto
  • DOP: Krzysztof Trojnar
  • Producer: Maddy Perkins
  • Editor/s: Francesco Roma
  • Post-production company: Elmntl
  • Post-production producer: Jenna Le Noury
  • Grade: Studio RM
  • Colourist: Jamie Noble
  • Sound studio: King Lear
  • Photographer: Maya Skelton
  • Retouching: Wellcom


  • Claire English – Head of F&F Marketing
  • Ben Lee – Head of Design Ladieswear, kids & Mens.
  • Ruby Spencer – Shoot Production & Content Manager
  • Hilary Adams – Shoot Production & Content Assistant
  • Emily Tulett – Campaign & Online Manager
  • Katie Langdon – Brand & Proposition Manager
  • Nicola Zachariades- PR & Social Manager
  • Sam Dixon – Point of Sale Manager

Source: BBH

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