Tesco is evolving its "Food Love Stories" campaign for the time of lockdown, with a new film that features people dedicating their cooking to those they are missing. 

Previous ads in the campaign, which won a Media Grand Prix at Cannes in 2018, have focused on the role the U.K. supermarket's food plays in people's lives, and some have featured real-life people speaking about what they love to cook. The new spot is a compilation of user-generated clips of people cooking and baking in isolation, and dedicating their recipes to loved ones. 

Some are recipes inspired by parents or grandparents, while other families are baking with the kids and dedicating them to family members. Tesco says that its research shows that customers are cooking much more than previously in lockdown and that many recipes (41 percent) are family ones that have been passed down through generations. 

The campaign, by BBH London, was turned around in ten days compiling user-generated videos. The people who appear who were recruited via employees, friends and family and those who have previously interacted with Tesco on social media. Tesco is also now inviting people to film and dedicate their own Food Love Story, sharing it on social media using the hashtag #FoodLoveStories.

The retailer is not alone in using its TV ads as a platform to let people say hello to older relatives who may not be so able to use video conferencing tools—Orange in France is also letting people record their video messages on a website and then broadcasting them in its primetime advertising slots. 

Last week, Tesco released another lockdown cooking-related ad, Nana's Long-Distance Roast Lamb, that shows a family preparing a meal virtually, connecting via video conference. Each person was directed over the phone, shot through devices and recorded using the in-built recording features to record each take. They were all shot in their own homes in different locations, with a home economist preparing all the food and delivering it alongside the recipes.