Supermarket advertising is usually about price and quality produce. Tesco Ireland has another drawcard and BBH Dublin has created the campaign that shows off how Tesco’s tagline, Every Little Helps, works outside its supeamarkets.  

The campaign film, That’s Every Little Helps, presents the “helps” that Tesco colleagues undertake every day to help customers and support their communities.

The new brand direction brings Every Little Helps to the forefront across TV, OOH, radio, cinema, social, Clubcard, in store and online ads. The shift is designed to create a thoughtful people-focused connection with Tesco in a highly competitive retail landscape, as customers expect more brands to prove their value.

The TVC, directed by Rich Hall at Riff Raff Films, focuses on a Tesco colleague as she recounts her busy day, all while revealing the many ways Tesco has helped to support local communities and customers across Ireland.

The nationwide OOH, that includes a Luas wrap and localised high impact OOH in Terenure, reimagines Tesco’s colleague badges to spotlight those unexpected “helps”. These range from supporting more than 27,000 community projects with Tesco’s Community Fund, to backing Irish suppliers like the McCanns Orchard in Louth, partnering with Children’s Health Foundation and everyday helps like covering the cost of VAT on Tesco’s own-brand suncream or donating repurposed end of life Tesco delivery vans to local charities. BBH Dublin collaborated with Irish illustrators, Tara O’Brien, Laura Callaghan, Stephen Heffernan and Darren Whittington, to create the badge designs.

In radio, Tesco colleagues become the voices of the campaign, sharing authentic stories of the ways their stores support customers and local communities. These stories, broadcast nationally and locally, will reinforce the campaign’s central message through genuine, first hand experiences.

Marcos Gemal, executive creative director at BBH Dublin, stated,  “It’s a privilege to re-introduce a nation to such an iconic line. Our creative challenge was to showcase the breadth of Tesco’s ‘helps’ with an entertaining and fun approach. So we chose to focus on a collection of unexpected ‘helps’ , from big to small, that customers may not know about, bringing them to life in a warm and genuine Tesco way.”

Katie Cunningham, head of brand marketing at Tesco, added, “At Tesco, we’ve been helping Irish customers up and down the country for many years. This campaign puts an authentic spotlight on the community projects we support as never before, really showing how our many ‘helps’ make all the difference.”

The campaign kicked off with OOH and radio, followed by TV, VOD, and online ads on August 17. It features music by Irish artist, Morgana, from her new album, The Whole Thing Was Very Very Emotional.

Credits:

Client: Tesco Ireland
Customer Director: Naomi Kasolowsky
Head of Brand Marketing: Katie Cunningham
Brand Marketing Managers: Eileen Murphy, Hannah McGrath

Advertising Agency: BBH Dublin
CEO: Karen Martin
CCO, London & Dublin: Felipe Serradourada Guimarães
Executive Creative Director: Marcos Gemal
Associate Creative Directors: Aubrey O’Connell, Lucas Olivera
Creatives: Till Dittmers, Jack Gravatt, Frances O’Rourke
Creative Retoucher: Erica Coburn
Strategy Lead: Darius Pasalar
Senior Strategist: Clare Maunder
Business Lead: Amy Crowe
Account Director: Holly Tilson
Account Manager: Norah Conlon
Production Director: David Lynch
Agency Producer: Rachel Cody
Agency Print Producer: Amy Grady

Media Agency: PHD
Production Company: Riff Raff
Director: Rich Hall
DOP: Jarin Blaschke
Producer: Jane Lloyd
Photographer: Kyle Sven
Sound Studio: Scimitar Sound
Sound Engineer: Dean Jones

VFX: JAMM Visual
VFX Shoot Supervisor: Ted Harrison
Creative Director: Alex Lovejoy
Colourist: Paul Yacano
Colour Producer: Emma Beren
Executive Producers Post: Louise Unwin & Saskia Delius
Producer: Sam Ashby