Nick Gill Interview(s)
In a few words, tell us about your role in the creation of "Turkey, Every Which Way"
Nick Gill, Creative Director on Tesco and Tom Patterson, Strategist on Tesco.
What was the original brief for this campaign?
Tesco’s purpose is to serve shoppers a little better every day, so at the heart of the brand, past and present, is a drive to help our customers (indeed, Every Little Helps). This is our third Christmas working with Tesco and we have stayed true to two crucial ingredients each year: starting customer first, and helping those hosting the many moments of Christmas up and down the country.
This year, we wanted to build on this story and built in two new ingredients. Firstly, through our ongoing research with both customers and our colleagues (who, ultimately, are closest to our customers) we’d seen an increasing diversity in how people ‘do’ Christmas. From the big family get together, to the smaller more intimate gatherings. From the two Christmases in a day to the first Christmas abroad. And from going big on cauliflower cheese (a favourite in Brighton, apparently), to hosting your first Christmas party. We all do it differently.
Secondly, was a recognition that that food is always at the heart of Christmas. You can’t move for being offered a mince pie. As a grocer, food will always be a priority for Tesco and this year the product teams had upped their game even more with a host of deliciousness for the whole season. Our job was to combine such fine fare to customer needs, helping them bring people together, show off, and feel proud of their efforts.
Bringing this all together was a simple strategic thought: However you host Christmas, Tesco can help.
This year, we wanted to build on this story and built in two new ingredients. Firstly, through our ongoing research with both customers and our colleagues (who, ultimately, are closest to our customers) we’d seen an increasing diversity in how people ‘do’ Christmas. From the big family get together, to the smaller more intimate gatherings. From the two Christmases in a day to the first Christmas abroad. And from going big on cauliflower cheese (a favourite in Brighton, apparently), to hosting your first Christmas party. We all do it differently.
Secondly, was a recognition that that food is always at the heart of Christmas. You can’t move for being offered a mince pie. As a grocer, food will always be a priority for Tesco and this year the product teams had upped their game even more with a host of deliciousness for the whole season. Our job was to combine such fine fare to customer needs, helping them bring people together, show off, and feel proud of their efforts.
Bringing this all together was a simple strategic thought: However you host Christmas, Tesco can help.
What inspired you to approach the campaign this way?
Ultimately, because it felt right for Tesco. The rationale above and our longer term journey of differentiation acts as our guidance for Christmas, so it was very much a question of staying true to who we are as a brand. Serving, understanding, hosting, and always helping.
We also thought it was important to focus on unity. Not in a political sense, more to reflect that as a brand that serves more shoppers in more ways and in more places than most, and to recognise that coming together is a crucial part of Christmas for our customers, however they do it.
We also thought it was important to focus on unity. Not in a political sense, more to reflect that as a brand that serves more shoppers in more ways and in more places than most, and to recognise that coming together is a crucial part of Christmas for our customers, however they do it.
How difficult was it to sell the idea to Tesco?
This was very much a collaborative and shared process rather than a big agency reveal, and through our collective experience on what feels ‘right’ for Tesco it was less about selling, more about getting to an answer we were all proud of.
What was the biggest challenge you faced during the process?
Going customer first puts a great deal of pressure on the business to align products, trading plans, colleague (staff) efforts, online offerings and so forth. The sheer number of people, departments and spreadsheets is immense and pulling them altogether in a way that is genuinely helpful is no small feat.
What did you learn from the experience?
To stay true to ourselves - building a longer term story that helps us differentiate and continuing to help our customers. Our approach is less about creating a one-off showpiece and more about a longer term commitment. ‘Super-market’ over ‘Super Bowl’ if you like. We know what our key ingredients are each year - helpful and hosts - it’s about finding the right way to bring it to life.
What’s a “behind the scenes” story that only you know about?
Working out how a duck fits into a turkey into a goose.
What do you think the advertising industry's New Year’s resolution should be?
To encourage brands to behave well, practice inclusivity and take a moral lead when others are failing.
What is your favorite holiday campaign of all time?
Amazon.com: emahtskcblvdt.
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