Tesco Ireland stokes the pineapple-on-pizza controversy
Tesco Ireland’s latest ad is sure to rile up pizza purists, while highlighting the plight of pineapple on pizza aficionados.
Tesco Ireland, in collaboration with creative agency BBH Dublin, has launched a campaign titled ‘Can’t Argue with That’, turning the divisive pineapple-on-pizza debate into a celebration of value.
The campaign reimagines the Tesco Value platform, moving beyond price-matching to highlight the emotional satisfaction of smart shopping. With a high-energy 60-second TV spot, social media rollout, and vibrant out-of-home (OOH) placements, the campaign taps into Ireland’s love for a good debate while showcasing Tesco’s unbeatable value through Clubcard Prices and Aldi.
Playful and polarizing
The 60-second TV commercial, directed by Amara Abbas through Iconoclast, escalates the pineapple-on-pizza debate to absurd heights.
The ad features mock news reports, heated Joe Duffy radio call-ins, and passionate neighbourly rants, capturing the spirit of Ireland’s knack for spirited arguments.
Whether it’s pineapple on pizza, the “correct” shade of tea, or the tomato fruit-or-vegetable question, the campaign mirrors these everyday debates, landing on one undeniable truth: “Money spent at Tesco is money well spent.”
BBH Dublin crafted the campaign to resonate with Irish shoppers. Led by Creative Director Luke Till and creative team Jack Gravatt and Till Dittmers, the agency leaned into Ireland’s love for debate to refresh Tesco’s value proposition.
Our take
The pizza vs. pineapple debate has played out fairly constantly on social media, so Tesco, in order to make a dent in the discussion, had to take it to high levels of absurdity.
The ad feels off kilter from most supermarket ads, shot with a dynamic, fast-paced energy, and using bright, bold colours—reds, whites, and blues—that echo Tesco’s branding while evoking the lively chaos of a national debate.
The retro-inspired soundtrack ‘Right Here, Right Now’ by Fatboy Slim follows a deep trend of reinvigorating 90s classics, adding a nostalgic yet modern edge that amplifies the ad’s playful tone.
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