Campaign details
Brand: TescoAdvertiser: TescoEntrants: BBH and MediaComPrincipal author(s): Simon Gregory, BBH and James Parnum, MediaComContributing author(s): Kevin Fitzgibbon, MediaCom - Business Science and Nick Ashley, Tesco
Summary
This paper details the Tesco turnaround from 2015 when it reported a historic loss and declining brand trust. Consumer perceptions of the supermarket’s value for money and quality had fallen sharply, along with willingness to recommend it. Tesco adopted a new purpose, ‘Serving Britain’s shoppers a little better every day’, and other changes to make it more customer-led. Media was re-balanced and given...