Advertising isn't known for its honesty. Awards papers often "sex up" the truth to tell a good story. I sometimes have to flag to my friends "…I'm being sincere" because I'm so often not.
But to do Tesco's response to the cost of living crisis justice, I'm going to talk you through our thinking with the no frills honesty our idea calls for.
Sadly, the scale of the challenge doesn't need exaggerating and luckily, the quiet simplicity of the answer speaks volumes all by itself. So here's possibly the most honest awards paper you'll read today.