W+K aims to make Tesco ‘loved’ again

Tesco’s future advertising will aim to return the supermarket to a brand that people “love”.


The supermarket has appointed Wieden + Kennedy to work on its “brand transformation” brief following a competitive pitch that also saw TBWA/Manchester and VCCP vie for the account.

Graham Douglas, head of interaction and innovation at W+K told Marketing Week: “The next stage is to cement Tesco’s place in UK culture, the hearts of British people and push it to be a brand that people love.

“We’ve really got to push interactive thinking and push how we can pull together a proper integrated plan for them beyond broadcast and bring Clubcard more closely into the mix and turn it into a brand.”

Tesco will work in a more “interactive” way that goes beyond a broadcast strategy and develops a new, integrated “brand narrative”, Douglas adds. It is also expected to refocus its efforts on Clubcard as a brand.

Tesco’s future advertising will be guided by CEO Philip Clarke’s six point plan to revive the business and an “unequivocal focus on putting the customers and service back into the heart of the business.”

The supermarket reported its third consecutive quarter of falling like for like sales in June and has has taken a number of steps to improve business performance.

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