Tesco’s topping of contention

Created by BBH Dublin and directed by Amara Abbas through Iconoclast, this energetic campaign from UK supermarket brand Tesco draws inspiration from a dispute that has long divided the nation – should pineapple really go on pizza? 

The ad opens with a couple doing their weekly shop, when one of them suggests picking up a pineapple – for the pizza. We’re then whisked through a whirlwind of heated discussions, from nation-wide news reports to neighbourly squabbles on the streets, as the country aims to settle the score once and for all. 

“Tesco wanted to reassert their value credentials in a way that feels true to Irish shoppers,” said Luke Till, Creative Director at BBH Dublin. “So we tapped into something uniquely Irish: their love of a good debate. Whether it’s pineapple on pizza, the ‘correct’ shade of tea, or the eternal tomato-fruit-or-veg question, the spots mirror those classic conversations that divide the nation. But there’s one thing we can all agree on: money spent at Tesco is money well spent.”