Tesco has launched an innovative campaign reimagining its logo using everyday grocery items.
The campaign, titled ‘Icons’, features multiple billboards that creatively depict the letters of Tesco’s name using food items found in customers’ weekly shopping. A tomato, éclair, spring onions, coconut, and oyster mushrooms are utilised to replace the letters ‘T’, ‘E’, ‘S’, ‘C’, and ‘O’ on one such billboard.
These artistic renditions are accompanied by Tesco’s recognisable blue dash chevrons and the slogan ‘Every little helps’. Additional posters in the campaign similarly employ produce such as a tangerine segment, edam cheese, strawberries, chilli, and okra. By selecting common grocery items for the logos, the campaign aims to resonate with everyday shoppers.
Displayed prominently in high foot traffic areas like London train stations, the campaign seeks to remind consumers of Tesco’s reputation as a purveyor of quality food. Tesco’s UK marketing director, Murray Bisschop, emphasised, ‘We know quality is so important to our customers, regardless of whether they are treating themselves to a Finest steak or preparing a quick and economical stir fry.’
The campaign aligns with Tesco’s recent business achievements, including gaining its largest supermarket market share since 2017. Tesco’s market share increased to 28% from 27.4% last year, as reported by Kantar. This growth came on the heels of the company’s announcement of higher profit expectations following a 10% rise in half-year profits and a 4% increase in sales.
Tesco’s ‘Icons’ campaign highlights its commitment to quality through imaginative and consumer-friendly advertising, reinforcing its market position.
