News of yet more upheaval came from Tesco today, as the supermarket giant very publicly invited agencies to pitch for an advertising account worth £110m a year.

The move seems likely to signal a parting of the ways with the Red Brick Road, for whom Tesco was a founding client when the agency was set up in 2006. It’s been behind every major advertising campaign since its appointment, including Tesco’s Christmas pushes, activity for the F&F clothing brand… and the recent Big Price Drop.

Although the ad agency has already confirmed it will pitch for the work, that hasn’t stopped the wags on Twitter paraphrasing Elton John (‘Goodbye, Red Brick Road’). Tesco has long been cited as a key target for WPP owner Sir Martin Sorrell.

“During the time we have worked with the Red Brick Road, the way brands and consumers engage has changed and it seems to be a good opportunity for us both to step back and take a fresh look,” said Tesco’s digital officer Matt Atkinson, sounding more like a want-away boyfriend trying to let his other half down gently.

While new UK marketing boss David Wood is surely keen to put his own stamp on things, the need for change is more fundamental than with the usual ad reviews sparked by personnel changes. Tesco has faced repeated accusations that its marketing is run by retailers and that it’s been out-thought by rivals with slicker campaigns.

But whoever lands the account faces a dilemma. ‘Every little helps’ has been going for 20 years and Tesco says that philosophy is “behind everything we do”. That desire for ubiquity doesn’t sit well with the demands from analysts this week that Tesco regain its focus, ditch the distractions and concentrate on getting its core UK grocery business in order - something Philip Clarke has already vowed to do.

And while one senior marketer recently told The Grocer he thought Tesco would “be mad” to dump the catch-line, others in the trade believe it’s past its sell-by date.

The rebirth of Value after almost two decade shows Tesco is willing to slay sacred cows, or at least bash them up a bit. What’s certain is that any change of message will be branded a smash or a flop within weeks, if not days, of its debut.

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