Tesco: The Tesco Turnaround Story

Katy Harkness, Nick Ashley

Leading British grocery retailer Tesco ran a five year, multi-channel campaign to rebuild the brand by growing quality, value and reputation with customers, and revitalise the business by driving footfall and spend.

Campaign details

Brand: TescoBrand owner: TescoAgencies: MediaCom UK, BBHMarket: United KingdomIndustries: Email marketing, Integration, Magazines - consumer, Newspapers, Online display, Online video, Outdoor, out-of-home, Point-of-purchase, instore, Product placement, Radio & audio, Sales promotion, Social media, Sponsorhsip - media, Television, Websites & micrositesMedia channels: Supermarkets & grocery storesBudget: Over 20 million

Executive summary

Tesco has been a leading British retailer for 100 years; growing from one stall in London in 1919 to a shop in almost every town. After decades of growth, spurred by the promise 'Every Little...

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