Tesco Ireland has launched a new campaign to highlight the retailer’s new food platform, “It’s Not a Little Thing, It’s Everything.”
The new platform, which was created by BBH Dublin, marks “a bold new direction, demonstrating the retailer’s passion for great food and celebrating food not just as quality products, but as a means of bringing people together.”
The integrated campaign will run for six weeks across TV, print, OOH, social, cinema, and in-store. Media planning for the campaign was handled by Mindshare and Posteplan for OOH while content for social is being handled by Simply Social.. In-store activity, including sampling is being managed by BackUp Marketing while PR is being handled by The Hive Agency.
To bring the new platform to life, Tesco has also appointed three food ambassadors- chef Marcus O’Laoire, chef and entrepreneur Eunice Power, and Dr Aisling Farrell, a GP specialising in lifestyle medicine. The collaboration with the ‘Tesco Foodies’ will see them creating engaging, helpful and inspirational content for customers, in content shot at ‘Tesco Foodies HQ’ and elsewhere, whilst they will also be working closely behind the scenes with the Tesco team to ensure the retailer is putting passion for food at the heart of all of its product decisions. In addition, Tesco will also sponsor events and initiatives “that speak directly to its passion for food and its power in our lives.”
The campaign is brought to life on TV through a 60 second spot, directed by Dan French through Strange or Startling Films, and opens by asking a simple question; “When did we start seeing food as mere fuel?”
The film then goes on a journey, celebrating food enjoyed across the nation at all stages of preparation. From raw ingredients and crafty experiments to comfort food and family memories, the film captures the human moments and quirks that make food so much more than just sustenance.
Katie Cunningham, Head of Brand Marketing at Tesco Ireland, said: “Passion for food is at the heart of everything we do in Tesco Ireland. This platform is an expression of the love and care that our entire team puts into sourcing, creating and selling the best of Irish and international produce. It marks the start of a new conversation with our customers about food and all of the powerful ways that it shows up in their lives, and we are looking forward to bringing lots of food inspiration, helps and supplier stories to our customers in the months and years to come.”
“Food isn’t something Tesco takes for granted and we wanted to remind Ireland of that. Our new campaign is a celebration of food and its role in our everyday lives, stretching from first dates to final goodbyes, because It’s not a little thing, it’s everything,” added Luke Till creative lead, BBH Dublin.
OOH will run nationwide, championing single ingredients that can inspire recipes, ideas and moments in everyday life, and includes a special build on Aungier Street. Sampling activations will allow customers to experience and celebrate the humble hero ingredients available Tesco in locations across the country.
Susan Murtagh, business director at Posterplan, remarked, “OOH is the perfect canvas for brands looking to make a bold statement. It’s scale, flexibility, and ability to connect with audiences in the real world make it ideal for launching campaigns, and really, where else could you get away with showcasing a giant tomato? This activation brought Tesco’s new food platform to life in a way that’s both playful and powerful, and we were proud to help make it happen alongside Tesco, Mindshare, BBH, XL Media and our media owner partners”.
Luke Till, Creative Lead, BBH Dublin said: “Food isn’t something Tesco takes for granted and we wanted to remind Ireland of that. Our new campaign is a celebration of food and its role in our everyday lives, stretching from first dates to final goodbyes, because It’s not a little thing, it’s everything.””
Katie Cunningham, Head of Brand Marketing at Tesco Ireland, said: “Passion for food is at the heart of everything we do in Tesco Ireland. This platform is an expression of the love and care that our entire team puts into sourcing, creating and selling the best of Irish and international produce. It marks the start of a new conversation with our customers about food and all of the powerful ways that it shows up in their lives, and we are looking forward to bringing lots of food inspiration, helps and supplier stories to our customers in the months and years to come.”
The integrated campaign will run for six weeks across TV, print, social, cinema, and in sampling activations. Media planning for the campaign was handled by Mindshare. Content for social featuring the Tesco Foodies is created for Tesco by Simply Social. Sampling and activations are handled by BackUp Marketing. Public Relations are managed by The Hive Agency.
