Magazine article Marketing

50 Years of Fame: Brandfame - Tesco

Magazine article Marketing

50 Years of Fame: Brandfame - Tesco

Article excerpt

In the days of 'pile it high, sell it cheap', a classy brand campaign was about as useful to Tesco as 20ft-high shelves.

By the mid-80s, however, change was afoot. Tesco wanted to become the UK's biggest supermarket and needed to reposition itself out of the budget sector.

TV was used to convince the kind of consumers who would never shop at Tesco that it had upped the ante. The retailer created a campaign that played a pivotal role in changing consumer perceptions.

'The quest for quality' ads featured Dudley Moore as a Tesco buyer searching for free range chickens but finding other quality ingredients. The campaign achieved a peak of 89% awareness.

In 1993 the emphasis moved from the products to the quality of the in-store service with 'Every little helps'. Tesco developed a series of initiatives such as baby-changing facilities to illustrate how hard it was working for its customers.

The advertising had a significant impact on Tesco's success. In 1990, Institute of Grocery Distribution (IGD) figures gave it 9.1% of the supermarket sector; by 1995 that had increased to 13.4%, putting it head of Sainsbury's.

In 1995, the Dotty campaign was introduced to personify the 'Every little helps' strategy. …

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