Tesco: the Lowe era

In the 16 years since Lowe London succeeded Saatchi & Saatchi on the Tesco account, the company has evolved from a "pile 'em high, sell 'em cheap" supermarket into a retail phenomenon. Its advertising has won two Marketing Society and one IPA Effectiveness Grand Prix.

1990: Tesco's programme to shed its historical baggage gets under way with the "quest for quality" campaign, starring Dudley Moore as a Tesco buyer hunting exotic chickens.

1999: The Tesco experience is highlighted by Dotty Turnbull (Prunella Scales), the shopper from hell. Tesco wins second of three Campaign Advertiser of the Year awards.

2003: The "talking trolleys" campaign spearheads Tesco's move into personal finance. The work is claimed to have tracked better than Halifax's Howard.

2005: With rivals such as Asda and Morrisons competing on price, Tesco opts for a new strategy; that it can't be beaten either on price or quality.