Tesco Ireland has launched its latest campaign as part of a €3.2m investment that will be rolled out on TV, outdoor, digital, radio, social, digital as well as on all Tesco-owned assets including in-store and home-shopping vans.
Created by Rothco, with media buying and planning handled by Initiative, the campaign is called Family Makes Us Better and stresses the importance of family by placing it at the heart of an ambitious new brand evolution for the retailer.
Centred on Irish family insights and working with creative agency Rothco, Tesco identified that when customers shop, they shop with families in mind, and not as individuals. This insight would become the beginning of an extensive three-year strategy aligned with both customer behaviour and Tesco Ireland’s business objectives. This new re-positioning will mean family will be the corner stone of all facets of the business over the next three years. This includes reviewing every decision the business makes through the lens of family and furthermore, demonstrating Tesco’s role in Irish family life through its core business pillars; Quality, Value, Community and Service.
This new purpose will mean that Tesco is not just feeding Irish families, but families are constantly feeding back into the organisation, helping to deliver on the principal of serving shoppers better every day. The definition of family within this proposition is not restricted to the traditional family, it also encompasses a modern and inclusive tone in the broader sense of family for example from a partnership, to a sports club or a community group.
“What we discovered through our immersive sessions with customers and our ongoing customer data was that Irish people’s purchasing habits are motivated by the desire to do their very best for the ones they love. Family is hugely important to Irish people, and what Irish families may not realise is how important family is to Tesco too,” said Sean Nolan, head of customer marketing, Tesco Ireland.
“We’re committed to putting family at the heart of everything we do. This isn’t a new departure for us, we have always been rooted in families; we are made up of Irish families, from our colleagues to our suppliers to every generation of our farming families. We firmly believe that this direction will help us better understand, better celebrate and better underpin our role in helping Irish families in a relevant and authentic way”.
Alan Kelly, Rothco’s executive creative director adds: “This has been a hugely rewarding project for Rothco. From the outset, we sought to really get under the skin of the Tesco shopper in Ireland to identify what human truth resonates with them. Through our 2016 Christmas campaign, “Here’s to the Hosts”, and through our more recent Easter campaign, our approach has been to consistently demonstrate the importance of family to Tesco in an authentic, honest and relatable way.”
Client: Tesco Ireland
Agency Producer: Emma Ellis
Executive Creative Director: Alan Kelly
Creative concept team: Morgan Fiebig
Copywriters: Shay Madden
Art Directors: Paddy Geraghty
Lead Art Director: Shay Madden
Lead Copywriter: Morgan Fiebig
Finished Art: David Gallagher
Business Director: Sheena Denneny
Account Director: Katie Cunningham
Account Manager: Sinead McDonald
Strategy: Fay Quilligan, Darius Pasalar
Digital Strategy: Emer Fitzgerald, Catherine Shay Halford
Production company: Antidote (Ireland), Smuggler (UK)
Director: Joshua Neale
Producer: Jason Scanlon
DOP: Joe Cook
Post Production: Screen Scene
Post Production Supervisor: Peter Greene