Tesco has partnered with self-described ‘plant-pushing’ chef Derek Sarno as part of its most concerted effort yet to encourage shoppers to make healthier food choices.

Sarno is co-founder of Wicked Healthy, a company which promotes an 80/20 diet – “Shoot for 80% healthy, 20% wicked and you’ll be 100% sexy” its website proclaims. Though not as prescriptive as the ‘Deliciously Ella’ inspired branch of clean-eating, Tesco’s partnership with the American chef is nonetheless tapping into the trend as the supermarket looks to make good on promises to promote healthier food choices among its shoppers.

Running within the framework of the retailer’s ‘Food Love Stories’ activity, Sarno will showcase recipes such as his ‘barbeque mushroom burger’ in an attempt to highlight what people can do with the fresh produce. Other executions will feature regular people creating their own healthy recipes, such as ‘Ali’s citrus salmon’.

The TV push will be supported by a investment into social, digital, and out-of-home marketing, making it Tesco’s first fully-integrated campaign to focus on healthy eating.

Since consumer group Which? blasted supermarkets for not doing…