Tesco Ireland shows why many ‘helps’ make all the difference

An integrated campaign from BBH Dublin shines a light on everyday Tesco ‘helps’, giving new meaning to its famous tagline, ‘Every Little Helps’.

Every Little Helps speaks to the actions Tesco colleagues take every day to help customers and support their communities. These helps, big and small, make a real difference to people’s lives. Now Tesco.ie is shining a light on how this works in practice through a new integrated campaign from BBH Dublin, ‘That’s Every Little Helps’, which aims to pour new meaning into the brand’s famous tagline. The new brand direction brings ‘Every Little Helps’ to the forefront through a campaign that spans 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, Tesco is shining a light on the meaningful everyday actions, or ‘helps’, that have always been delivered by Tesco colleagues all over the country for so many years. The TVC, directed by Rich Hall at Riff Raff Films, focuses on a Tesco colleague as she moves through 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 240$ OOH in Terenure, sees Tesco’s iconic colleague badges reimagined 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. Collaborating with Irish illustrators for the OOH, including Tara O’Brien, Laura Callaghan, Stephen Heffernan and Darren Whittington, BBH Dublin created bespoke badge designs, built physical models and photographed them to create a distinctive visual style unique to the campaign.

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

Marcos Gemal, Executive Creative Director at BBH Dublin, said: “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, said: “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 17 August. It features music by Irish artist Morgana from her new album ‘The Whole Thing Was Very Very Emotional’.

Source: Tesco Ireland

  Advertising, BBH Dublin, Campaign, Every Little Helps, Katie Cunningham, Marcos Gemal, OOH, Retail, Tesco.ie, TV