Tesco Ireland Christmas campaign "Here's to the Hosts" 2016

While working at Rothco in Dublin I was the lead creative strategist and writer for Tesco Ireland. When we were tasked with winning the hearts of Irish shoppers at Christmas - a notoriously cluttered time - we knew we had to do something different and meaningful. So we decided to celebrate the one person in every household that makes Christmas magical for us all - the host. But instead of the recognition coming from Tesco, it came from real families. For the entire season, we turned all of Tesco's advertising channels into a platform of gratitude, allowing the people of Ireland to personally thank their own Christmas hosts.

Full Campaign Case Study:

We shot 35 ads, each one featuring a different thank you letter written to a real Irish host, none of whom had any idea until they saw their loved ones on TV. But there were hundreds of letters. So those that didn't make the TV campaign were shared on outdoor projections, in-store and via social. To make it easier for families to send their own thank you letters, we created Tesco's very own 'Host Post', offering to post every letter that came through 'Host Post' boxes installed in every one of Tesco's 150 stores across the country. Even when the National Post stopped delivering mail on the 23rd of December, our Tesco delivery service made sure every single letter made it to their host in time for Christmas.

Sample of the 35 TV ads:

An in-store activation surprising more Christmas hosts:

Sample of Print & OOH