BBH Dublin has rolled out a new campaign for Tesco Ireland called “52 Weeks of Little Helps.” The campaign, which will run for a year, will see the retailer releasing a new recipe every week while showcasing its range of convenient and affordable fresh produce and ingredients. “We are committed to helping our customers, by keeping a laser focus on great value, quality products,” says Suzanne Quinn, customer director, Tesco Ireland.
“With the ‘52 Weeks of Little Helps’ campaign the aim is to bring that further – we’re packaging together shopping lists, recipe methods and example meal pictures to give our customers inspiration to create breakfasts, lunches, dinners and snacks that will keep the whole family happy!” The year-long campaign kicked off this week with the launch of a hero film that was directed by Jonathan Gregson and produced by NewLand and Pearson Lyle. The campaign will run across TV, cinema, OOH, press and BVOD. The OOH activity will run on strategically located billboards, bus shelter ads and digital screens near Tesco stores, all displaying images of each recipe accompanied by a call-to-action to visit for all the necessary ingredients.
Print activity, meanwhile, will include QR codes for quick access to recipe details and shopping lists, ensuring that messaging reaches busy commuters and shoppers on the go. This will be backed up by in-store, with Tesco using interactive displays and QR codes leading to recipe ideas and ingredient lists, m.