It's no secret that Tesco had a shocker of a year in 2014, but it's how the supermarket bounced back and then continued to thrive that led it to be crowned Marketing Week's Brand of the Year 2020.
Tesco's UK CEO Jason Tarry admitted the brand took its "eye of the ball" from a customer perspective in the lead up to the 2014 accounting scandal and its most difficult year on record, but its shoppers are now firmly back at the centre of everything it does.
Talking at the Festival of Marketing, Tarry and chief customer officer Alessandra Bellini spoke candidly about Tesco's turnaround, and why marketing and an unwavering focus on customer has played a key role in getting the supermarket where it needs to be. All the more important as, like all businesses, it had to rapidly adapt in response to the pandemic.
“We had to be much faster, much quicker and even sharper,” she added.