Tesco: From serving shoppers to serving the nation

Tesco, a supermarket brand, launched multimedia communications in the UK which contributed to profit growth of £644m and an ROMI of £3.54 while building a brand based on trust, quality and value.

Campaign details

Brand: TescoAdvertiser: TescoEntrant: BBH / MediaComCategory: Single MarketPrincipal authors: John Harrison, BBH; Francesca Blair, MediaCom; Simon Gregory, BBH; James Parnum, MediaComContributing authors: Nick Ashley, Tesco; Jaxen Fowler, MediaCom, Business Science

Introduction

In January 2020, the Tesco brand was in good health.

The IPA Grand Prix winning paper of that year told the 5-year story of how, by focussing on serving their customers, Tesco had dramatically turned around both its record breaking loss and its lowest ever scores in customer trust.

The 5-year plan significantly improved the perception...

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