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’.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

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
Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More