Tesco aims to re-engage consumers with 'new conversation' in spring ads

Tesco has outlined its ambitions for a spring advertising campaign that it promises will engage British consumers in "a new conversation" with the brand.

Matt Atkinson: Tesco's chief marketing officer outlines spring ad campaign
Matt Atkinson: Tesco's chief marketing officer outlines spring ad campaign

In a video blog on YouTube (see below), Matt Atkinson, the supermarket's chief marketing officer, admitted that it had mooted dropping the slogan 'Every Little Helps', but ultimately decided it was a "really poignant statement of Phil [Clarke, Tesco's chief executive]'s intent".

Also appearing in the blog, the staff at the brand’s ad agency, Wieden + Kennedy, admitted that the brand needed to "get back to what 'Every Little Helps' set out to do – it's all about helping".

Atkinson said: "It has to be not 'Every Little Helps: Tesco', but 'Tesco: Every Little Helps' – the customer and the colleagues and the communities that we serve."

Tesco appointed Wieden + Kennedy in the latter part of 2012, with new work that included a seasonal campaign that aimed to "treat Christmas as a feeling, not a season".

Atkinson said: "The work was an evolution towards the new voice we are creating for the brand. So we're therefore trying to stay true to the heart of 'Every Little Helps' and reimagine it in a way that brings a little humour back.

"Much more than that, we want to have a new conversation, and the new conversation is about being part of the communities we're in, it's about being welcome, it's about making a difference to the people that we employ and doing good things with our size."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, 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
Share

1 Flexible working rules at Dentsu Aegis

Fancy working for a company that cares about your work/life balance and focuses on your performance rather than the time spent at your desk?

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published