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

Summary

This paper details...