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Tesco Ireland and Rothco Put Families at the Heart of Touching New Campaign

Creative 479 Add to collection

New three-year campaign 'Family Makes Us Better' will form an ambitious new repositioning for Tesco Ireland

Tesco Ireland and Rothco Put Families at the Heart of Touching New Campaign
Tesco Ireland and 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 second TV commercial about Irish family life, 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.


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.”

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. 

“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,” 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 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 30th, 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.

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Production Company

Director: Joshua Neale

DOP: Joe Cook

Producer: Jason Scanlon

Production Company: Smuggler

Post Production / VFX

Post Production Company: Screen Scene

VFX Supervisor: Peter Greene

Creative Agency

Creative Agency: ROTHCO

Digital Strategy: Emer Fitzgerald, Catherine Shaw Halford

Executive Creative Director: Alan Kelly

Finished Artist: David Gallagher

Strategy: Fay Quilligan, Darius Pasalar

Client

Advertiser: Tesco Ireland

Genres: Documentary, People, Storytelling

Categories: Supermarkets, Retail and Restaurants

ROTHCO, Mon, 31 Jul 2017 08:05:00 GMT