I took over the design of the Tesco Organic programme in 2004 and ran it for the following 3 years, looking after the overall art direction, recipe design, food shoots and seasonal themes for six extensive campaigns.

The campaign was an enormous success — the programme generated an uplift of £3.5 million for Tesco Organic and customer participation of 32% from a targeted group of 250,000 organic buyers. We won a Precision Marketing Award in 2005 for the Tesco Organic programme.

It was this campaign that led to my ongoing love of food photography, copy and recipes — with further campaigns completed for Tesco Finest*, Tesco Light Choices, Tesco Healthy Living, Flora, Bertolli, Lipton, Müller and Danone to name a few.