Tesco Ireland has launched a fresh new platform titled “It’s Not a Little Thing, It’s Everything”, developed by BBH Dublin. This six-week integrated campaign celebrates food as connection and emotion — running across TV, OOH, DOOH, cinema, social media, and in-store experiences. The initiative invites audiences to rediscover food as something that feeds not only the body but also the soul.
A new direction for the brand
With “It’s Not a Little Thing, It’s Everything,” Tesco Ireland sets a new tone in its communication — one that celebrates the joy of food and its power to connect people. The campaign reframes food not just as a matter of quality or convenience, but as a shared experience filled with meaning.
The campaign was created by BBH Dublin with media planning by Mindshare and Posterplan, while Simply Social led the digital strategy. BackUp Marketing handled in-store activations, and The Hive Agency managed public relations.
Food as experience, not just product
The campaign’s central question — “When did we start seeing food as just fuel?” — anchors the brand’s storytelling. Directed by Dan French of Strange or Startling Films, the main film unfolds as a visual celebration of food in all its forms: fresh ingredients, family dishes, and nostalgic moments shared around the table.
The message is simple yet emotional: food is not only nourishment — it is love, memory, and human connection.
Bringing flavor to life
To give life to this new platform, Tesco introduced three ambassadors — Marcus O’Laoire, Eunice Power, and Dr. Aisling Farrell. Together, they form the Tesco Foodies team, sharing recipes, insights, and stories from the brand’s new Tesco Foodies HQ.
Their participation reinforces Tesco’s commitment to authenticity and passion for food, ensuring that every product and campaign reflects genuine culinary inspiration.
OOH: a celebration of ingredients
Outdoor activations play a starring role in this campaign. Across Ireland, billboards showcase essential ingredients — from tomatoes and herbs to freshly baked bread — turning everyday items into bold, artistic expressions.
A special installation on Aungier Street features a giant tomato, symbolizing how the ordinary can become extraordinary through creativity.
“OOH is the perfect canvas for brands that want to make a bold statement,” said Susan Murtagh, Business Director at Posterplan.
A campaign that connects emotionally
According to Luke Till, Creative Director at BBH Dublin, the goal was to remind people that “food goes beyond function — it’s emotion, love, and connection.”
Katie Cunningham, Head of Brand Marketing at Tesco Ireland, added: “Passion for food is at the heart of everything we do. This platform expresses the care and pride we take in selecting the best local and international ingredients.”
Final thoughts
With “It’s Not a Little Thing, It’s Everything”, Tesco Ireland delivers a deeply human message: food is more than a product — it’s an experience that brings people together.
FAQs about this campaign
What is Tesco Ireland’s ‘It’s Not a Little Thing, It’s Everything’?
A new brand platform celebrating food as experience and connection, delivered through a six-week integrated campaign across TV, cinema, OOH/DOOH, social, press, and in-store.
Who created and planned the campaign?
BBH Dublin led creative. Media planning was handled by Mindshare and Posterplan for OOH, with Simply Social on digital, BackUp Marketing in-store, and The Hive Agency for PR.
How does OOH contribute to the platform?
Large-format billboards hero simple ingredients—like tomatoes, herbs, bread, and steak—turning everyday food into bold, emotive visuals that stop traffic and spark appetite appeal.
What makes the creative approach distinct?
It asks, ‘When did we start seeing food as just fuel?’ and answers with cinematic craft and ingredient-first imagery to position food as love, memory, and connection—beyond convenience.
Is there a notable installation?
Yes. A special Aungier Street piece featuring a giant tomato underscores how scale and simplicity can turn OOH into a cultural moment for retail brands.
Who are the Tesco Foodies ambassadors?
Chef Marcus O’Laoire, chef-entrepreneur Eunice Power, and Dr. Aisling Farrell (lifestyle medicine), sharing recipes and stories from the Tesco Foodies HQ.
What can brands learn from this campaign?
That retail media shines when OOH/DOOH is used to elevate everyday products with emotional narratives, cohesive channel planning, and iconic, ingredient-led visuals.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
