Tesco Ireland has rolled out a new campaign that promotes the retailers value-driven offerings in-store.
Created by Rothco, part of Accenture Ireland, Tesco tasked the agency with bringing some family fun to their latest campaign under the ‘Value with you in mind’ platform.
The overarching campaign seeks to put a spotlight on the handy red bubbles Tesco Ireland has laid out across stores nationwide that guide customers directly to specially selected best value products and the latest spot for the campaign puts a playful lens on shoppers using Scan As You Shop.
This service, exclusively available to Clubcard members, allows customers to scan and pack their items as they are moving through the aisles and pay at one of the dedicated checkouts, making it not only the fastest way to shop, but also empowering customers to track their shopping total as they go.
Spotting an opportunity to bring some warmth and fun into the process, Rothco and director Simon Matthews put one special cowboy protagonist in store to promote the campaign. With a mask on his face, the target of red bubbles in sight and armed with a scan gun, the leading family man is ready to take on the Wild West of the weekly shop. But scanning with ease sees this clued-up dad get to the checkout in no time. It’s only when he gets home into a standoff with the kids that those Tesco Ireland Value bananas come in handy as more than a snack.
The campaign covers TV, digital, social and POS and launched in the Republic of Ireland in May.
According to Ray Swan, creative director, Rothco: “We worked with Tesco Ireland to develop a new creative platform that enabled us to effectively communicate Tesco Ireland’s holistic value offering in a clear and compelling way., From savings on big brands to own brands, product bundles and great weekly promotions it’s all been carefully created with the customer in mind. Tesco Ireland’s Red Bubbles are all about consistent everyday value on the products that matter the most – like bananas. Bananas that also come in particularly handy if you find yourself in a showdown with a ten year old outlaw in your back garden.”
“We know that great value matters to customers more than ever before and we’re here to help. Our red bubble range features hundreds of products that represent the very best of Tesco Ireland Value. Each red bubble product has been specially selected because they matter to customers. And our unique and innovative Scan As You Shop service is not only the quickest and most fun way to shop our stores but also the best way to manage what you spend and to track your savings,.”adds Cathal Deavy, customer director, Tesco Ireland.
CREDITS
Client: Tesco Ireland
Customer Director: Cathal Deavy
Head of Marketing: Amanda Farrell
Communications Campaign Manager: Michael Buckley
Executive Creative Director: Jen Spiers
Creative Director: Ray Swan
Copywriter: Jack Robertson
Art Director: Leo Bartoli
Managing Partner: Miriam Hendrick
Account Director: Emma Spicer
Senior Account Managers: Caris Dinardo & Sean Cushen
Project Manager: Caitriona Coakley
Senior Strategist: Tamara Conygham
Agency Producer:Laura Cahill
Production Company: Geronimo Boy Films
Director: Simon Matthews
Producer: Alex Newland
Director of Photography: Narayan Van Maele
Post House: Geronimo Boy Film / Edit Collective
Editor: Kat Jones @ Edit Collective
Colorist: Jax Harney
Post Production Supervisor: Joseph Thompson / Joshua Trigg
VFX Supervisor: Steve Askey
Sound: Will Farrell @ Screen Scene
