Tesco places 'Every little helps' strapline under review

Tesco: may axe 'Every little help'
Tesco: may axe 'Every little help'

Tesco is considering ditching its 20-year-old 'Every little helps' strapline, as part of an ongoing review of its £110m advertising account.

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’.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer