In a bold and creative marketing move, Tesco has launched a new campaign that smartly uses everyday grocery items to redesign its logo.
The campaign, titled ‘Icons’, showcases a series of billboards where each letter of Tesco’s name is represented by a different food product. For instance, the letter ‘T’ is depicted with a tomato, ‘E’ with an éclair, ‘S’ with spring onions, ‘C’ with a coconut, and ‘O’ with oyster mushrooms. These letters are accompanied by the familiar blue dash chevrons and the tagline ‘Every little helps’.
Other billboards feature similar creative representations, using items such as a tangerine segment, edam cheese, strawberries, chilli, and okra to spell out the retailer’s name. This imaginative approach not only highlights the quality of Tesco’s products but also engages customers in a fun and interactive way.
Showcased at high footfall locations, including major train stations in London, the campaign aims to reinforce Tesco’s image as a dependable provider of quality food. Tesco’s UK marketing director, Murray Bisschop, commented on the campaign, mentioning its dual purpose of demonstrating product quality and providing meal inspiration: “We wanted a campaign that heroes the quality of our products in a clever and beautiful way and we love how the campaign has turned out.”
The timing of the campaign coincides with Tesco’s significant market share gain, hitting 28%—its highest since 2017. This achievement follows a rise in profit expectations, with half-year profits increasing by 10% and sales growing by 4%.
Tesco’s ‘Icons’ campaign is a testament to its innovative marketing strategies, creatively highlighting the quality of its offerings while celebrating its recent market success.
