Tesco and ROTHCO put real families at the heart of emotional new campaign

Tesco Ireland and creative agency, ROTHCO, launch the first commercial in part of a new three-year campaign that will form an ambitious new repositioning for Tesco Ireland. Following on from the successful Christmas campaign Here’s to the Hosts, Family Makes Us Better will put authentic family life at the heart of the Tesco business. The campaign launches with a 60” TV commercial about Irish family life (nelow), which is at once poetic and every day, inviting the audience to picture their own family in the process. Directed by Joshua Neale and shot over four days, the film features real families from all over Ireland as they go about their daily lives. Centred on Irish family insights, ROTHCO and Tesco Ireland identified that when customers shop, they shop with families in mind, and not as individuals. This initial insight has become the beginning of an extensive three-year strategy aligned with both customer behaviour and Tesco Ireland’s business objectives.

ROTHCO Executive Creative Director, Alan Kelly, said: “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.”

Sean Nolan, head of customer marketing at Tesco Ireland, added: “What we discovered through the deep dive into our immersive sessions with customers and our ongoing customer data was to understand that Irish people’s purchasing habits are motivated by the desire to do our very best for the ones we love.  Above all else, family is hugely important to Irish people, and what we’ve discovered is that what Irish families may not realise, however, is how important family is to Tesco too. 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 to add warmth, understanding and underpin our role in helping Irish families.”

Total spend across the campaign will reach almost €3.2 million, including media buying coordinated by Initiative. Launching on July 30^th, the campaign will run on TV, outdoor, social and digital, as well as on all Tesco owned assets including grocery home shopping vans, bags and in store. Production on the campaign video was through Smuggler, with post production by Screen Scene and Antidote were the producton service company on the campaign.