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: Tesco Advertiser: Tesco Entrants: BBH and MediaCom Principal author(s): Simon Gregory, BBH and James Parnum, MediaCom Contributing 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 a