Tesco has won the Channel 4 Diversity in Advertising Award in a campaign created by BBH and EssenceMediacom.

The creative is based on ensuring that the kitchen is a place where everyone feels welcome.

Answering the brief ‘Inclusive by Design’, the campaign looks to change the way we produce recipes to embed more inclusive practices into cooking. 

Channel 4 Sales will award Tesco with one million pounds' worth of advertising space across Channel 4’s portfolio. The leading multinational retailer was entered with agencies BBH and EssenceMediacom.

2025 marks ten years of Channel 4’s Diversity in Advertising Award, and is the second consecutive year of the ‘Inclusive by Design’ brief. With this brief, Channel 4 looks to challenge the industry to drive meaningful change and produce more accessible work. Its aim is to encourage more brands to innovate to find creative ways to ensure that all consumers are able to fully engage with brands. This includes around 18 million people in the UK with diverse experiences of hearing loss, deafness, and registered blind or partially sighted, according to the Royal National Institute for Deaf People (RNID) and Royal National Institute for Blind People (RNIB)’s 2024 research. From Spring 2026, adverts delivered to Channel 4 (across linear and streaming) will mandatorily require closed captions. 

The winning campaign from Tesco has been created with accessibility at the forefront. It will embed inclusive practices into every stage of the process, from development to production and storyline to ensure authentic representation and fuel greater creativity and connection to communities. 

“We are immensely proud to have won this award. At Tesco, we work hard to create an inclusive workplace, and it is one of our core values that we make everyone welcome. Our fantastic team is always working to ensure that the campaigns that we create speak to the diversity of our customers and I am thrilled at the recognition by Channel 4 for this work,” says Murray Bisschop, UK Marketing Director at Tesco.

The campaign was chosen from five finalists, including Morrisons, Maltesers, The Open University and Bodyform. Channel 4 has offered all runners-up the opportunity to secure match funding to get their entries on air as part of its ongoing commitment to inclusive advertising.

“Despite the competition being very strong, Tesco, BBH and EssenceMediacom’s campaign stood out to us. It explores something we all do every day and will make many stop and think about a small change that can unlock so much potential. This is what this initiative is all about and I can’t wait to see the final advert,” added Amy Jenkins, Sales Leader at Channel 4.