IPA ADVERTISING EFFECTIVENESS AWARDS 2000: GRAND PRIX - Sponsored by Financial Times

5-STAR WINNER

TESCO

Agency: Lowe Lintas

Authors: Ashleye Sharpe, Joanna Bamford

Client: Peter Wright for Tesco plc

Creative Credit: Lowe Lintas

Art Credit: Lowe Lintas

Copy Credit: Lowe Lintas





THE SUBMISSION

In 1990 Tesco still suffered from its 'pile it high, sell it cheap' reputation.

Today, Tesco is now one of the nation's most trusted brands. Advertising has been a consistent but relatively minor component of Tesco's total investment. Yet, it has had an instrumental role in transforming Tesco's brand image, and has contributed an extra pounds 130 million to Tesco's bottom line in the past ten years.



The Judges' View

All the five-star winners were serious candidates for the Grand Prix. Tesco was chosen after much discussion. The judges felt that if they had to recommend just one paper to a trainee to read - or perhaps to the finance director - this would be it.

A thoroughly convincing analysis, which contained new information on the advertising's effect on core sales, on opinion of the brand within the City and on other areas, such as staff morale.

The case study clearly indicated how the brand met its objectives and what the impact was on overall business performance. It demonstrated the evolution of the brand image and its strength compared with its competitors, which not only resulted in a growth in shop sales but also in non-grocery revenue.

In addition, it showed how advertising made an impact on existing and prospective staff and shareholders, especially with the use of the advertising for staff training.

Overall, this is a splendid example of how advertising can maximise the benefits of improvements to the stores, staff, systems and, not least, to the range and quality of goods sold. As both a 'textbook' case showing how retail brand advertising can be evaluated, and for showing advertising's contribution to the transformation of a business, Tesco is a worthy Grand Prix winner.



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