Tesco is to launch a new national slogan to take on its iconic ‘every little helps’ campaign.
The move will see the supermarket launch a new brand platform, which it claims will give renewed relevance to the iconic slogan with the question: ‘need anything from Tesco?’
It said the campaign would transform the “everyday colloquialism” into a vehicle for the brand’s mission, and would become an ongoing conversation with colleagues, customers and society to show how Tesco was there to “help the nation”.
‘Every little helps’ was brought in by legendary ex-Tesco boss Sir Terry Leahy when he was marketing director, and has been a key vehicle for the retailer for more than 30 years.
Despite speculation in the past that it might move to a new strapline, it was embraced and built upon by former CEO Dave Lewis, and has been used by current group CEO Ken Murphy to underpin Tesco’s moves on sustainability, health, and digital loyalty.
Tesco said the new slogan would show how Tesco was there to help the nation get the groceries they need and much more, although it stressed Every Little Helps would remain its brand slogan.
“At Tesco, ‘every little helps’ has always been rooted in the real actions our colleagues take every day to support customers, whether that’s going the extra mile in store to support a customer who needs it or supporting hundreds of schools to access free fruit and veg for their pupils,” said Tesco CEO Ashwin Prasad.
The new ‘need anything from Tesco?’ platform is intended to build on that as we continually work towards new, thoughtful ways to do more for our customers and local communities whilst still providing great-quality food at the right price.
“The campaign is designed as more than a slogan; it’s a conversation to help bring ‘every little helps’ to life.
“I am excited to see where the campaign takes us as we start to actively ask the question: need anything from Tesco?”
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