Tesco aims to re-engage consumers with 'new conversation' in spring ads

Matt Atkinson: Tesco's chief marketing officer outlines spring ad campaign
Matt Atkinson: Tesco's chief marketing officer outlines spring ad campaign

Tesco has outlined its ambitions for a spring advertising campaign that it promises will engage British consumers in "a new conversation" with the brand.

In a video blog on YouTube (see below), Matt Atkinson, the supermarket's chief marketing officer, admitted that it had mooted dropping the slogan 'Every Little Helps', but ultimately decided it was a "really poignant statement of Phil [Clarke, Tesco's chief executive]'s intent".

Also appearing in the blog, the staff at the brand’s ad agency, Wieden + Kennedy, admitted that the brand needed to "get back to what 'Every Little Helps' set out to do – it's all about helping".

Atkinson said: "It has to be not 'Every Little Helps: Tesco', but 'Tesco: Every Little Helps' – the customer and the colleagues and the communities that we serve."

Tesco appointed Wieden + Kennedy in the latter part of 2012, with new work that included a seasonal campaign that aimed to "treat Christmas as a feeling, not a season".

Atkinson said: "The work was an evolution towards the new voice we are creating for the brand. So we're therefore trying to stay true to the heart of 'Every Little Helps' and reimagine it in a way that brings a little humour back.

"Much more than that, we want to have a new conversation, and the new conversation is about being part of the communities we're in, it's about being welcome, it's about making a difference to the people that we employ and doing good things with our size."


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


Virgin, 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
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands