Behind Tesco’s turnaround triumph

Anna Hamill

In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.

In 2015, one of Britain’s biggest brands found itself in a slump of its own making. The numbers spoke for themselves: NPS scores were declining, profits were down, customers didn’t rate Tesco’s product quality, even though its products outperformed other brands in blind taste tests. Horsemeat and accounting scandals had hit brand trust. And although Tesco had a solid market share, competing retailers in the budget and premium grocery space were putting on the squeeze.

Big changes were needed – not just in marketing, but across the whole business.

“This was all-round company transformation, in which marketing played a role,”...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands