Tesco has just dropped a back-to-school campaign that proves even the most functional product -school trousers – can be turned into an emotional story worth talking about.

Created by BBH London, the print and outdoor campaign highlights Tesco’s adjustable hems, cleverly aligning each stage of a child’s growth with milestones from the classroom. The copy runs like a timeline down the leg of a pair of trousers: first day of school… nervous to raise hand… awarded most talkative.

It’s a simple idea that transforms practicality into something bigger; parental pride, childhood memories, and the very real feeling that kids grow faster than their uniforms.

Why it works

Function meets feeling: Adjustable hems could be just another product detail. Instead, Tesco has tied them to emotional moments every parent recognizes.

Distinct in a cluttered category: School uniform ads often lean on price, but this execution manages to make £7 trousers feel premium through storytelling.

Print done right: Yes, print still exists and yes, it can cut through when done with craft. This campaign is running across targeted print with a smart adaptation for outdoor.

The bigger picture

Back-to-school is one of retail’s most competitive battlegrounds, with price-led messaging dominating. Tesco’s work here shows that emotional resonance and clever simplicity can make functional products stand out. Once again, BBH London delivers an idea that’s both distinctive and memorable, an “Every little helps” story told in a very human way.