Tesco, BBH & EssenceMediacom were named winners of £1 million worth of advertising space across Channel 4 last November.

Tesco, with BBH London and WPP Media’s EssenceMediacom, has today unveiled its winning campaign for Channel 4’s Diversity in Advertising Award 2025/26.

The annual competition, which awards £1 million worth of advertising space across Channel 4’s portfolio to the winning entry, encourages greater and more authentic representation within UK TV advertising. The theme for a consecutive year was ‘Inclusive by Design’, and Tesco’s entry responded not only with an accessible advertising campaign, but also with a plan to remove some of the barriers to cooking faced by disabled people.

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