Tesco - "Here's to the Hosts"

Rothco, part of Accenture Song

Rothco, part of Accenture Song Dublin 7, Ireland

8384

Brand: Tesco
Country: Ireland

Advertiser: Tesco

Title	Here's to the Hosts
Agency	Rothco, part of Accenture Song
Campaign	Here's to the Hosts
Advertiser	Tesco
Brand	Tesco
Posted	November 2016
Business Sector	Department Stores, Supermarkets
Tagline	Tesco Say ‘Here’s to the Hosts’ in Heartfelt Public-Led Campaign
Story	Tesco Say ‘Here’s to the Hosts’ in Heartfelt Public-Led Campaign This Christmas Tesco & Rothco hand over advertising space to the Irish public to share personal thanks with holiday hosts On November 1st Tesco and Rothco are launching the first phase of an innovative new Christmas campaign, ‘Here’s to the Hosts’. Tesco’s ambition was to create a Christmas campaign that would really resonate with its customers on an emotional level. The brief was ‘to win Christmas’ and in response, Rothco made it clear that to win Christmas, Tesco needed to win hearts and minds first. Working together with Rothco, they identified that the focus of their campaign would be the hosts - who they recognised are the unsung heroes of Christmas. The insight being that the Christmas supermarket shop is not just a functional thing. Behind every Christmas shop is a huge family event. A massive amount of planning, budgeting, thinking about every single person and occasion requires the host to consider and cover every base. Hosts make Christmas, Tesco doesn’t - Tesco are there to help the hosts in any way they can. So this season, everything will be dedicated to the public to personally thank their Christmas hosts. Given the intimate nature of Christmas, instead of the thank you coming from Tesco, it will come directly from the guests themselves. In a heartfelt and intimate move, Tesco will turn all of their advertising space into a platform for members of the Irish public to personally thank their Christmas hosts. For the entire season, they’ll be inviting people from families all over the country to give a big ‘thank you’ to their well-deserving hosts on Christmas day. Directed by award-winning documentarian, Ken Wardrop, Tesco’s TV ads will feature people from all over the country thanking their hosts through the form of a letter. A total of 35 ads will be shot, each one featuring a different individual reading out the letter they’ve written to their host. In many cases the hosts in question will have no idea that their loved ones have been involved until the ads air on TV. The campaign begins with a special launch edit to introduce the idea; from that point, two to three new letters will be released on TV each week. The series will showcase a whole spectrum of emotions, from moving to mischievous, with each person thanking a real host this Christmas, in their own way. The authenticity of this campaign called for an unorthodox approach to production, more documentary style than advertising campaign. Antidote’s Ken Wardrop led the shoot, with neither the client nor the agency present. Documentary filmmaker Ken worked closely with Antidote producer Andrew Freedman, hiring a specialised research team to source the letters. Nearly 600 were collected before being whittled down to the final 35, for the campaign. In addition to the unconventional use of traditional channels, the campaign will also use activations to bring some new formats into the mix, including outdoor projections and an interactive digital billboard in Dublin city centre. Call outs on social media will invite the public to be part of the these surprise-and-delight activations and hosts will even get a special mention as they’re doing their Christmas shopping, with select Tesco stores handing over their loudspeakers for guests to spontaneously thank their hosts. In keeping with the authenticity of the rest of the campaign, internationally acclaimed photographer, cookbook author and food blogger – Katie Quinn Davies was chosen for her style of presenting food with honesty, natural light and plenty of texture. Based in Sydney, Katie was thrilled to be returning to her hometown of Dublin for her first ever shoot in Ireland. With 120 deliverables across their brands (finest and trade) this is by far Tesco’s most ambitious, and certainly most innovative, Christmas campaign in Ireland to date. Launching on November 1st, the campaign will run on TV, outdoor, radio, social, digital and in-store. Tesco will be raising a glass to toast the unsung heroes of Christmas, and in doing so, invites the rest of the country to join in.
Media Type	Television & Cinema
Length	61 seconds
Agency Producer	Jessica Derby
Agency Producer	Karina Cotter
Executive Creative Director	Alan Kelly
Copywriter	Morgan Fiebig
Copywriter	Anthony Ortuso
Art Director	Bernie Martin
Art Director	Paddy Geraghty
Art Director	Rob Murray
Business Director	Aoife Moore
Account Director	Sarah McGann
Account Manager	Katie Cunningham
Strategist	Fay Quilligan
Digital Strategy	Emer Fitzgerald
Photography / Illustration	Katie Quinn Davies
Production Company	Antidote
Director	Ken Wardrop
Production Company Producer	Andrew Freedman
Director of Photography (DOP)	Benjamin Roux
Post Production	Screen Scene
Editor	Juniper Cauldwell
Editor	Jake Walshe
Editor	Song Title
Music Composer	GOLDSTEIN