The question, What’s for dinner?, can pop up during a meeting, in the kid’s, car line or while you’re doing the laundry. It’s a bit of a nuisance. Tesco and BBH Dublin have pitched in to help home cooks to expand their repertoire of dishes with their 52 Weeks of Little Helps initiative, that has launched with a campaign emphasising the supermarket chain’s range of ingredients and meals – all of which have been designed for those of us who aren’t TV chefs. 52 Weeks of Little Helps releases a new recipe each week for a year and each dish is created for families who want convenient, affordable meals, using simple quality ingredients and minimising food waste. The new campaign extends Tesco’s Every Little Helps platform, that launched in 1993.
The year-long campaign has launched with a manifesto film, directed by Jonathan Gregson and produced by NewLand and Pearson Lyle, and followed by a weekly series of recipes, where the food – including many ‘Best of Irish’ products – is the hero. These highlight the fact that every dish is designed for “real people, with real jobs, and real little critics… not just TV chefs”, reminding audiences of how Tesco is a champion of families.
The campaign is running across Ireland and spans TV, cinemas, BVOD and to maximise engagement and reach, with OOH on strategically located billboards, bus shelter ads and digital screens near Tesco stores. Print will include QR codes, which will also feature in-store, where Tesco is using interactive displays and QR codes leading to recipe ideas and ingredient lists, making it easy for shoppers to gather everything they need. In social, videos will promote the recipes, supported by influencers creating the dishes themselves to prove the ease of cooking and foster user generated content.
Suzanne Quinn, customer director at Tesco, commented, “We are committed to helping our customers, by keeping a laser focus on great value, quality products. With the ‘52 Weeks of Little Helps’ campaign the aim is to bring that further – we’re packaging together shopping lists, recipe methods and example meal pictures to give our customers inspiration to create breakfasts, lunches, dinners and snacks that will keep the whole family happy.”
Jack Walsh and Eva Redmond, creatives at BBH Dublin, added,“Tesco has made a promise to the nation that lives up to its belief that every little helps. All these recipes can speak to every kind of cook out there. From those who need to get out of their comfort zone to those who need to get into one. We’re delighted with what is only the start of this campaign, and we can’t wait to keep adding to our world of beautiful food. And yes, we all got very hungry on set.”
Credits:
Creative Agency: BBH Ireland
Deputy Executive Creative Director: Felipe Guimaraes
Creative Leads: Sam Caren & Aubrey O’Connell
Creatives: Jack Walsh And Eva Redmond
Strategy Lead: Simon Gregory
Business Lead: Amy Crowe
Account Director: Ciara Burke
Account Manager: Norah Conlon
Production Lead: Evonne O’rourke
Print Producer: Natalie Barnes
Sound Studio: Scimitar Sound Vo: Marie Ruane
Production Company: Newland
Producer: Trine Pillay
Director: Jonathan Gregson
Food Stylist: Sal Henley
Post-Production Companies: Marshall Street Editors, Black Kite Studios, Gabha Studios
Editor: John Mayes @ Marshall Street Editors
Online: Gabha Studios + Black Kite Studios
Grade: Andrew Francis @ Gabha Studios & George Kyriacou @ Black Kite Studios
Sound Studio: Scimitar Sound
