Tesco Ireland is putting real families at the heart of its new €3.2m campaign as it looks to better align insights into customer behaviour with is business strategy.
‘Family Makes Us Better’ marks the first ad in what will be a three-year long campaign from the supermarket chain and shows real families from all over Ireland going about their daily lives.
Created by Dublin-based ad agency Rothco, the 60-second spot focuses on Irish family life and features a poetic narrative to highlight the value of simple everyday family moments.
The theme of the campaign is based on research from Tesco Ireland and Rothco which found when customers shop, they do so with families in mind, and not as individuals.
“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,” said Sean Nolan, head of customer marketing at 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”.
Rotcho executive creative director, Alan Kelly, added: “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.”
Tesco Ireland say total spend across the campaign will reach almost €3.2m, including media buying coordinated by Initiative. The campaign will run across TV, outdoor, social and digital, as well as on all Tesco owned assets including grocery home shopping vans, bags and in store.