100 recipes available with descriptive audio, in Braille system, in electronic book format and for smart speakers, and accompanied by a catalog of adapted utensils available in their online store. This is “Now We’re Cooking”, the initiative with which the British supermarket chain Tesco aims to promote accessibility in the kitchen.

It is launched after the company was the winner last November of the Channel 4 television network’s 2025/26 Diversity in Advertising award, which awards advertising space worth one million pounds across its programming to projects that promote greater and more authentic representation in television advertising in the United Kingdom. The theme of the edition was “Inclusive by Design”.

“Now We’re Cooking” was created to make the act of cooking more accessible and include the millions of people with disabilities who are excluded from traditional cooking content. In this sense, both Tesco and Channel 4 consider that the initiative addresses a huge gap in the market, since it will make cooking easier for all those users, forced to cook by intuition, using their senses or from memory due to the inaccessibility of many of the current formats.

For this reason, they have proposed 100 recipes adapted to the inclusion standards, with complete steps and measurements to facilitate reading in e-books and specific times instead of just visual indications. The recipes have been selected from among those already offered by the supermarket in its consumer resources, considering their popularity and with the intention of providing a variety of dishes and dietary needs.

The company has created a website that brings together the different resources. Thus, it makes it easy to download the recipe book as an accessible e-book, listen to it as an audio playlist through Souncloud or Alexa; and can be ordered in Braille from the Royal National Institute of Blind People. The supermarket is also creating video content with sign language, with subtitles and versions for social networks. The website also includes a link to purchase the range of adapted kitchenware from Tesco Marketplace.

All of this is communicated with a campaign of the same name as the initiative, worked together with the creative agency BBH London and the media agency EssenceMediacom. The main audiovisual piece stars users with various disabilities who point out the deficiencies in the world of cooking and suggest what would improve the experience.

The narrative includes elements such as British Sign Language (BSL), subtitles and audio description, which results in workstations bustling with the activity of more accessible cooking.
It includes Tesco’s brand promise, “Every little helps,” and its new positioning, “Need Anything From Tesco?”

BBH London collaborated with The Diversity Standards Collective, a creative collective focused on diversity; as well as with the talent and production agency With Not For, founded by people with disabilities, to ensure that the video was truly inclusive. The piece has a pleasant audio description, clear typography and high-contrast images, and careful editing and sound design to create a film that is both impactful and accessible.

“We strive to make Tesco a place where everyone is welcome“, commented Murray Bisschop, Marketing Director of Tesco in the United Kingdom, in a statement. “This campaign is about rethinking how we help people cook in a way that works for them, and shows how we can be inclusive by design, with recipes, adapted kitchen tools and a supportive shopping experience both in our stores and online”.