Tesco: A commitment to serve all of Britain's shoppers

Tesco, a supermarket brand, improved its reputation by deepening its connection with different communities in the UK.

Summary

Despite significant gains due to their recommitment to helpfulness, in 2018 Tesco were still trailing behind both their target and competitors when it came to trust. Whilst connecting with communities was a key driver of trust; the definition of a community was broadening. It was no longer just about the area you resided, but instead uniting around a religion, a value or shared circumstance. Clearly if Tesco wanted to meet the mission of serving all of Britain's shoppers they had to make a commitment to connect with, represent and give a platform to this truly diverse range of communities....

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