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 decisive – and clear – action taken to spell out the new store environment to shoppers as lockdowns began epitomised this philosophy in action.

“We decided on a Tuesday that we needed to explain social distancing, the masks, the new measures, the screens, the one-way system,” she told delegates at Lions Live, an online event held by LIONS, a sister...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands