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

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.

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...