Tesco Ireland Celebrates Power of Food
Food has always been at the heart of everything Tesco Ireland does, but the new platform ‘It’s not a little thing, it’s everything’ by BBH, has marked 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. This new platform reflects the role and significance food plays in everyday life, from the comfort in a golden runny egg to the hidden ‘I love you’ in a steak cooked for someone we love.
To bring this new platform to life, Tesco has appointed three food ambassadors – chef Marcus O’Laoire, chef and entrepreneur Eunice Power, and Dr Aisling Farrell, 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. 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.
OOH will run nationwide, celebrating 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 at Tesco in locations across the country.
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.
