BBH Dublin has created a new playful campaign for Tesco Ireland that aims to bring new life to the retailer’s value proposition by shifting it away from mere price-match mechanics and comparisons with competitors, by embracing “the emotional satisfaction of a shop well done”.
According to the agency, “at the heart of the creative is a simple but powerful insight: Cheap isn’t the same as value for money.” And, as Tesco’s new signature lines says “you can’t argue with that.”
The campaign leads with a humorous, high-energy 60-second TV spot that escalates the pineapple-on-pizza debate to absurd national proportions – complete with news reports, Joe Duffy call-ins, and next-door neighbour rants.
With media managed by WPP Media/Mindshare, the campaign is running across TV, OOH, BVOD in-store as well as digital, including Instagram, TikTok and YouTube.
“Tesco wanted to reassert their value credentials in a way that feels true to Irish shoppers,” said Luke Till, creative director, BBH Dublin. “So, we tapped into something uniquely Irish: their love of a good debate. Whether it’s pineapple on pizza, the ‘correct’ shade of tea, or the eternal tomato-fruit-or-veg question, the spots mirror those classic conversations that divide the nation. But there’s one thing we can all agree on: money spent at Tesco is money well spent.”
“Customers want and need more than just the cheapest option — it’s about knowing their money has been well spent while getting the great quality of Tesco” said Rebecca Stenson, head of trade marketing, Tesco Ireland.
“We loved how BBH Dublin’s creative tapped into something so culturally rooted and relatable. The great pineapple-on-pizza debate might divide the nation, but one thing everyone can agree on is real value — and with Clubcard Prices and Aldi Price Match, Tesco delivers just that,” she adds.
CREDITS:
Campaign title: Can’t Argue with That
Advertising agency: BBH Dublin
ECD: Felipe Guimaraes
Creative Director: Luke Till
Copywriter: Jack Gravatt
Art director: Till Dittmers
Strategy Lead: Darius Pasalar
Business Lead: Amy Crowe
Account Director: Ciara Burke
Account Manager: Laura Redden
Production Lead: Evonne O’Rourke
Agency Film producer: Emma Ellis
Agency Assistant Film producer: Rachel Cody
Agency Print Producer: Micah Waring
Media: WPP Media
Production company: Iconoclast
Director: Amara Abbas
DOP: Nicholas Loir
Producer: Luke Plaister
EP: Jean Mougin
Production Service Company: Big Fish TV Commercials
Service Company EP: Dara McClatchie
Edit: Work Editorial
Editor: Neil Smith
Edit Producer: Frankie Elster
Post-production company: Screen Scene
VFX Supervisor: Allen Sillery
Flame: Mark Bailey & Gavin Casey
Post Production Supervisor: Sinead Bagnall & Anne-Marie Downes
Commercial Assistant: Eric Scott
Traffic: Lisa Fallon
Flame Artist: Mark Bailey
Commercial Assistant: Eric Scott
Colourist: Nicke Cantarelli c/o Misgena Mgmt.
Sound studio: Scimitar Sound
Sound engineer: Dean Jones
Music Track: Right Here, Right Now
Artist: Fat Boy Slim
Label: BMG
Writers: Walsh, Cook, Peters
Publishers: Universal Music Publishing/Reservoir Music
Music Supervision: Black Sheep Music
Music supervisor: Hywel Evans
Client Credits
Customer Director, Tesco Ireland: Suzanne Quinn
Head of Trade Marketing, Tesco Ireland: Rebecca Stenson
Trade Marketing Manager Tesco Ireland: Clodagh Gannon
Trade Marketing Executive, Tesco Ireland: Rebecca McCormack
