Tesco Ireland has unveiled a new brand platform that puts food firmly at the center of its identity, celebrating not only the quality of its products but also the role food plays in connecting people. The campaign, developed with BBH Dublin and directed by Dan French, marks a fresh direction for the retailer with the launch of “It’s not a little thing, it’s everything.”
The initiative underscores Tesco’s belief that food is much more than sustenance—it is part of life’s most meaningful moments, whether it’s the comfort of a perfectly cooked egg or the affection hidden in a steak prepared for a loved one.
To bring the platform to life, Tesco has appointed three “Tesco Foodies” as brand ambassadors: chef Marcus O’Laoire, chef and entrepreneur Eunice Power, and Dr. Aisling Farrell, a GP specializing in lifestyle medicine. Together, they will create engaging and inspirational content, collaborate with Tesco teams behind the scenes, and participate in events and initiatives designed to reinforce the brand’s passion for food.
The campaign launches with a 60-second TV spot, directed by Dan French through Strange or Startling Films. Opening with the question, “When did we start seeing food as mere fuel?”, the film journeys through the ways food enriches everyday life—from raw ingredients and culinary experiments to comfort meals and cherished family memories.
Out-of-home activations across Ireland highlight individual ingredients as sources of inspiration, complemented by special builds like the one on Aungier Street. Sampling events nationwide will also invite customers to engage directly with Tesco’s range of products.
“Food isn’t something Tesco takes for granted and we wanted to remind Ireland of that,” said Luke Till, creative lead at BBH Dublin. “Our new campaign is a celebration of food and its role in our everyday lives, stretching from first dates to final goodbyes.”
Katie Cunningham, head of brand marketing at Tesco Ireland, added: “This platform is an expression of the love and care that our entire team puts into sourcing, creating and selling the best produce. It marks the start of a new conversation with our customers about food and all of the powerful ways it shows up in their lives.”
The integrated campaign will run for six weeks across TV, print, social media, cinema, and nationwide sampling activations. Media planning is led by Mindshare, social content is produced by Simply Social, activations are managed by BackUp Marketing, and PR support comes from The Hive Agency.
