Channel 4 Sales Celebrates Diversity in Advertising Success: Tesco Named 2025 Winner as Currys Achieves Record ROI
10 November 2025
Channel 4 Sales is proud to announce Tesco as the winner of this year’s Diversity in Advertising Award, securing £1 million worth of advertising space across Channel 4’s portfolio. Entered with agencies BBH and EssenceMediacom, Tesco’s campaign answers the brief Inclusive by Design, which champions Channel 4’s commitment to driving meaningful change in the advertising industry.
The winning concept, Inclusive Cooking (working title), reimagines the kitchen as a space where everyone feels welcome. From development and production to storyline, the campaign embeds inclusive practices at every stage. It demonstrates how co-creation can spark creativity and deliver authentic representation.
Tesco’s entry was selected from five finalists, which included Morrisons, Maltesers, The Open University and Bodyform. Channel 4 remains committed to supporting these brands by offering match funding opportunities to bring their ideas to life.
This announcement comes as last year’s winner, Currys, celebrates a remarkable milestone. Its campaign Sigh of Relief, created by AMV BBDO, has achieved the brand’s highest-ever sales return on investment: an impressive 23:1. The advert, which launched in May, shines a light on the relief disabled customers feel when their needs are understood. It follows the in-store experiences of three customers with accessibility requirements and integrates British Sign Language and audio description throughout.
The work was born of a genuine emphasis on everyone, including people with disabilities. We wanted to raise a smile while delivering an important message. Humour helps with ad recall, and our stores and colleagues are central to the experience we wanted to showcase
Currys’ commitment goes beyond the screen. The retailer offers quiet hours in stores five days a week, participates in the Hidden Disabilities Sunflower scheme, and is trialling WelcoMe in Ireland – an app that allows customers to share their needs in advance for tailored service. These initiatives reflect the reality behind the ad and underline the brand’s dedication to accessibility.
The success of Sigh of Relief reinforces the impact of Channel 4’s Diversity in Advertising Award. With £3 million of additional media spend behind the campaign’s second burst, including cinema placements for the first time, Currys continues to amplify its message. The ad remains entirely audio described and features BSL, ensuring inclusivity at every level.
Both Tesco and Currys exemplify how creativity and inclusion can deliver powerful results. Channel 4 is proud to champion these efforts and looks forward to seeing the next wave of campaigns that put diversity at the heart of advertising.
Originally posted on Channel 4 Press.