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It’s about time Tesco revamped its messaging, but I can’t help but feel that before it can successfully take on a new ad agency, the brand needs to really get to grips with what it strives to stand for in the first place.

The ‘Every Little Helps’ campaign has failed to gauge the need for a balance between value for money and quality from the off, and the brand’s messages seem to be a little mixed. Tesco’s relentless focus on the Big Price Drop and its decision in February to drop its carbon footprint scheme - one of the few values-based activities it publicises - shows the chain to be one that is focused solely on price.

As consumers reach a tipping point on price alone, and now want a brand with values and beliefs, Tesco’s marketing and advertising strategy needs to include embedded beliefs to pull out values that are based on more than just the price tag. In other words, Tesco needs to lay out its values and beliefs for all to see and ensure this messaging is streamlined across all advertising and marketing activity. After all, every little helps when a brand gets to know itself.