Chain rekindles trusted campaign

Miller and Jones offer troubled Tesco a little help

Tesco advertisingTesco returned to television advertising with a campaign aimed at reinforcing its 20-year-old “Every Little Helps” slogan built around a new family of shoppers.

Actor Ben Miller (near left), one half of the Miller and Armstrong duo, plays dad to wife Ruth Jones (below) of Gavin and Stacey fame.

The campaign’s aim is to show how Tesco is re-engaging with customers through lower prices, customer service and availability of products. It is a clear attempt at winning back ground lost to the discounters Lidl and Aldi.

Bartle Bogle Hegarty (BBH) was appointed to the Tesco account unopposed in January. The first two adverts hit TV screens for the first time on Sunday night.

Michelle McEttrick, who was hired from Barclays in May as 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.

Ruth JonesMs McEttrick, who also worked for BBH, 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.”

Britain’s biggest supermarket group has been dogged by collapsing profits, an accounting inquiry and a reputation for bullying its suppliers, as well as the scandal over selling horsemeat and its failed expansion into the US.

Its market share has fallen to 28.2% from 29.6% at the start of 2014, according to Kantar Worldpanel.



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