Tesco’s Value platform has taken a strange, hugely funny and irresistibly captivating turn. The platform, You Can’t Argue With That, features the much-contested debate about pineapple on pizza in a humorous commercial by BBH Dublin and, obliquely, a shop well done.
Watch how:
The new campaign is designed to resonate with everyday Irish families, making a strategic pivot from competing on price alone to celebrating the feeling of emotional reward.
At the heart of the creative is a simple but emotively powerful insight – cheap isn’t the same as value for money. The 60-second hero TVC encapsulates that by taking the pineapple-on-pizza debate to absurd national proportions – complete with news reports, Joe Duffy call-ins, and next door neighbour rants. The wider rollout includes social (Instagram, TikTok, YouTube), in-store activations, and eye-catching OOH placements at bus shelters and billboards across Ireland, each featuring Tesco’s bold red value stickers and the signature line, Can’t argue with that.
“Tesco wanted to reassert its value credentials in a way that feels true to Irish shoppers,” explained Luke Till, creative director at BBH Dublin.
“So we tapped into something uniquely Irish: their love of a good debate. Whether it’s pineapple on pizza, the ‘correct’ shade of tea, or the eternal tomato-fruit-or-veg question, the spots mirror those classic conversations that divide the nation. But there’s one thing we can all agree on: money spent at Tesco is money well spent.”
“Customers want and need more than just the cheapest option — it’s about knowing their money has been well spent while getting the great quality of Tesco,” added Rebecca Stenson, head of trade marketing at Tesco Ireland. “We loved how BBH Dublin’s creative tapped into something so culturally rooted and relatable. The great pineapple-on-pizza debate might divide the nation, but one thing everyone can agree on is real value.”
Credits:
Advertising Agency: BBH Dublin
ECD: Felipe Guimaraes
Creative Director: Luke Till
Copywriter: Jack Gravatt
Art Director: Till Dittmers
Strategy Lead: Darius Pasalar
Business Lead: Amy Crowe
Account Director: Ciara Burke
Account Manager: Laura Redden
Production Lead: Evonne O’Rourke
Film producer: Emma Ellis
Assistant Film Producer: Rachel Cody
Print Producer: Micah Waring
Media Agency: Mindshare
Production Company: Iconoclast
Director: Amara Abbas
DOP: Nicholas Loir
Producer: Luke Plaister
Executive Producer: Jean Mougin
Production Service Company: Big Fish TV Commercials
Service Company Executive Producer: Dara McClatchie
Editing: Work Editorial
Editor: Neil Smith
Edit Producer: Frankie Elster
Post-production Company: Screen Scene
VFX Supervisor: Allen Sillery
Flame: Mark Bailey & Gavin Casey
Post Production Supervisors: Sinead Bagnall & Anne-Marie Downes
Commercial Assistant: Eric Scott
Traffic: Lisa Fallon
Flame Artist: Mark Bailey
Commercial Assistant: Eric Scott
Colourist: Nicke Cantarelli c/- Misgena Mgmt.
Sound Studio: Scimitar Sound
Sound Engineer: Dean Jones
Music Track: Right Here, Right Now, by Fat Boy Slim, on label BMG
Publishers: Universal Music Publishing/Reservoir Music
Music Supervision: Black Sheep Music
Music Supervisor: Hywel Evans
Client: Tesco Ireland
Customer Director: Suzanne Quinn
Head of Trade Marketing: Rebecca Stenson
Trade Marketing Manager: Clodagh Gannon
Trade Marketing Executive: Rebecca McCormack
