From running shops to serving customers: The Tesco turnaround story

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

Campaign details

Brand: TescoAdvertiser: TescoEntrants: BBH and MediaComPrincipal author(s): Simon Gregory, BBH and James Parnum, MediaComContributing author(s): Kevin Fitzgibbon, MediaCom - Business Science and Nick Ashley, Tesco


This paper details the Tesco turnaround from 2015 when it reported a historic loss and declining brand trust. Consumer perceptions of the supermarket’s value for money and quality had fallen sharply, along with willingness to recommend it. Tesco adopted a new purpose, ‘Serving Britain’s shoppers a little better every day’, and other changes to make it more customer-led. Media was re-balanced and given...

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