We were tasked with refreshing Tesco’s popular Food Love Stories, with more emotional stories that have food at the heart of them. The first ad in the campaign was based on the struggles a friend of ours had with helping her dyslexic son to practice reading during lockdown and the clever way she got around it.
Following our campaign, Tesco pledged to start making a dyslexic friendly version of all their recipe cards.
We worked closely with the British Dyslexia Association to make it easier for the 10% of the population with reading difficulties to enjoy Tesco recipes. We simplified the instructions considerably, made the type bigger and used bold colours to separate each section and improve legibility.