Tesco Finest redesign

This case study explains how UK supermarket Tesco convinced customers to buy premium through a redesign of its premium food range 'finest'.

Tesco Finest redesign

Honey

Executive summary

Tesco Finest* is, at £1.2 billion,

The biggest brand in Britain

But though regular tweaks to its presentation since launch in 1998 had kept it of interest (51% of Tesco customers bought Finest* at least once a month), recent economic times were changing attitudes; consumers now needed clearer justification for paying a premium. There needed to be tangible proof of quality to achieve engagement.

OLD DESIGN (NOT BY HONEY)

The Finest* identity was seen as very slick and sophisticated, but dated, missing the connection that others, especially M&S and Waitrose, had achieved. Others...

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