Campaign details

Brand: Tesco
Advertiser: Tesco
Agency: Bartle Bogle Hegarty; MediaCom

Executive summary

"We went back to our roots and listened to our customers and our Colleagues. It led to the articulation of a new purpose – serving Britain's shoppers a little better every day – to guide everything we do."

Dave Lewis, Tesco CEO

In 2015 Tesco reported a painful combination of the biggest loss of a retailer in UK history1 and the lowest ever scores in customer trust experienced by the brand.2

In this paper, we will show how by looking back into what made people first love Tesco, we re-inspired customers to choose the brand again. We will demonstrate how Marketing helped rebuild Tesco's relationship with its customers, contributed to nine consecutive quarters of growth, delivered £2.2 billion of incremental revenue and initiated one of the largest turnaround stories in UK retail history.