How Tesco adapted its “Every little helps” brand proposition to meet the demands of the COVID-19 pandemic

Brian Carruthers

Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.

Agility
Supermarkets & grocery stores
Customer relationship management
Crisis management
United Kingdom

Tesco, the UK’s largest supermarket chain, has built its brand on the notion that “Every little helps” – a promise that has been more important than ever during the COVID-19 pandemic.

And Alessandra Bellini, Tesco’s chief customer officer, recalled that...

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