Tesco puts everyday helps in the spotlight

The integrated campaign, That’s Every Little Helps, runs across TV, out-of-home, radio, cinema, social, Clubcard, in-store and online advertising

Tesco is putting the everyday actions of its colleagues at the centre of a campaign from BBH Dublin, giving its Every Little Helps tagline a people-focused role across Ireland. The integrated campaign, That’s Every Little Helps, runs across TV, out-of-home, radio, cinema, social, Clubcard, in-store and online advertising.

The campaign focuses on the practical ways Tesco colleagues support customers and communities, from backing local suppliers and community projects to smaller gestures that can make a difference to shoppers. BBH Dublin developed the work to strengthen Tesco’s connection with consumers in a competitive retail market.

BBH Dublin focuses on Tesco’s everyday helps

The TV commercial, directed by Rich Hall at Riff Raff Films, follows a Tesco colleague through a busy working day. Along the way, it highlights the different ways Tesco supports customers and communities across Ireland.

The out-of-home campaign includes a Luas wrap and localised high-impact 240$ OOH in Terenure. Tesco’s colleague badges have been reimagined to highlight unexpected examples of the brand’s helps, including support for more than 27,000 community projects through Tesco’s Community Fund, backing for Irish suppliers such as McCanns Orchard in Louth, and a partnership with Children’s Health Foundation.

Campaign brings Tesco colleague stories to life

Other examples include Tesco covering the cost of VAT on its own-brand suncream and donating repurposed end-of-life delivery vans to local charities. For the OOH executions, BBH Dublin worked with Irish illustrators Tara O’Brien, Laura Callaghan, Stephen Heffernan and Darren Whittington to create bespoke badge designs, physical models and photography for the campaign.

On radio, Tesco colleagues provide the voices for the campaign, sharing stories about how their stores support customers and local communities. The spots will run nationally and locally, using first-hand experiences to reinforce the campaign’s central message.

BBH Dublin takes Every Little Helps back to its roots

Marcos Gemal, Executive Creative Director, BBH Dublin: "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, Tesco: "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 began with OOH and radio, followed by TV, VOD and online advertising on 17 August. The campaign features music by Irish artist Morgana from her album The Whole Thing Was Very Very Emotional.

www.tesco.ie

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