Tesco Ireland and creative agency, Rothco, launch the first commercial in part of a new three-year campaign that will form an ambitious new repositioning for Tesco Ireland. Following on from the successful Christmas campaign Here’s to the Hosts, Family Makes Us Better will put authentic family life at the heart of the Tesco business.


The campaign launches with a 60” TV commercial about Irish family life, which is at once poetic and every day, inviting the audience to picture their own family in the process. Directed by Joshua Neale and shot over four days, the film features real families from all over Ireland as they go about their daily lives.


Rothco Executive Creative Director, Alan Kelly, said, “This has been a hugely rewarding project for Rothco. From the outset, we sought to really get under the skin of the Tesco shopper in Ireland to identify what human truth resonates with them. Through our 2016 Christmas campaign, “Here’s to the Hosts”, and through our more recent Easter campaign, our approach has been to consistently demonstrate the importance of family to Tesco in an authentic, honest and relatable way.”


Centred on Irish family insights, Rothco and Tesco Ireland identified that when customers shop, they shop with families in mind, and not as individuals. This initial insight has become the beginning of an extensive three-year strategy aligned with both customer behaviour and Tesco Ireland’s business objectives.