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’.