Tesco places 'Every little helps' strapline under review

Tesco is considering ditching its 20-year-old 'Every little helps' strapline, as part of an ongoing review of its £110m advertising account.

Tesco: may axe 'Every little help'
Tesco: may axe 'Every little help'

Sources close to the pitch process have told Marketing the supermarket is canvassing opinion on whether it should retain ‘Every little helps’, and whether it can continue to ‘live up’ to the strapline.

In April, Tesco chief executive Philip Clarke conceded that the company had been guilty of stopping incremental improvements and lost focus on the ‘Every little helps’ philosophy.

Tesco set in motion several initiatives intended to help it live up to the brand promise following a fall in profits, including hiring 8000 staff to improve customer service. 

One source claimed Tesco was erring on the side of ‘dropping it’, due to the commitment to change sweeping through the business.

It is understood Clarke will sit in on the final ad-agency pitches at the end of July and make the decision on whether to keep the strapline.

Tesco’s deputy chief executive and chief marketing off-icer, Tim Mason, who was one of the key architects of the ‘Every little helps’ slogan, is also involved in the ad review.

A Tesco spokesman said the purpose of the review was ‘not’ to create a new endline, and that ‘Every little helps’ reflects ‘much that [the brand] holds dear’.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published