Tesco Launches Inclusive Cooking Campaign To Help Remove Barriers In The Kitchen

Tesco has unveiled a new campaign designed to make cooking more accessible and inclusive for disabled people, reinforcing the retailer’s wider commitment to helping customers cook with greater confidence.

Called Now We’re Cooking, the campaign aims to highlight and help remove some of the barriers disabled people can face in the kitchen. The initiative follows Tesco’s success in winning Channel 4’s Diversity in Advertising Award 2025/26, which this year focused on the theme of “Inclusive by Design”.

The campaign was developed by BBH London alongside EssenceMediacom and includes a fully accessible advertising campaign, redesigned recipes and adaptive cooking tools intended to make everyday cooking easier and more inclusive.

Tesco said the campaign was created in recognition of the fact that many disabled people continue to face challenges with traditional online recipes and cooking content. The retailer described the initiative as part of its wider Every Little Helps brand promise.

The campaign is fronted by a 60-second launch advert featuring deaf and disabled talent and set within a large test kitchen studio environment.

The move has been widely welcomed as another example of major retailers placing greater emphasis on accessibility, inclusion and confidence-building around food and cooking — areas that continue to play an increasingly important role across the grocery sector.

Source: Grocery Gazette