UK supermarket retailer Tesco will be back on television screens up and down the UK this weekend, airing its first major tv ad produced under the management of its new creative agency Bartle Bogle Hegarty (BBH).
The retailer has plans to re-establish its well-known “Every Little Helps” slogan and convey that consumer convenience is central to its strategy via two new ads.
BBH took over the creative direction of Tesco’s advertising in January, after newly appointed Chief Executive David Lewis decided to take action to reframe the financially troubled retailer’s brand image. BBH was appointed to replace Wieden+Kennedy.
Michelle McEttrick, Group Brand Director at Tesco, said: “For the last year we’ve been putting customers right back at the heart of everything we do, from improvements in customer service, to launching our new Brand Guarantee. So this new campaign presented us with the ideal opportunity to showcase some of those ‘little helps’ we aim to provide customers with each day.”
The ads feature a family as they conduct their regular shop and star actors including Ruth Jones from TV show Gavin and Stacey; Ben Miller from The Armstrong and Miller Show; and Will Close, an up-and-coming actor.
The first ad will emphasise Tesco’s recently-launched Brand Guarantee price comparison scheme, which provides a price match at the point of purchase. Meanwhile, the second will advertise Tesco’s ‘one-in-front’ policy – a policy that aims to open a new checkout for customers if more than one customer is queuing in front of them.