When Tesco asked asked BBH London to make it stand for quality food, the agency made it stand for food literally. The new OOH replaces the letters of its famous logo with beautiful fresh produce starting with T, E, S, C and O.
Conventional marketing wisdom dictates that you should never alter your established brand logo. BBH recognised, however, that even stripped back to its five blue chevrons, the Tesco brand identity is still unmistakeable, and saw it as an opportunity to do something with a major impact.
The ICONS campaign, aimed at everyone who loves food, uses beautiful photography by Will Cooper, to create posters that give passersby a playful puzzle to work out and truly let the food do the talking.
Felipe Serradourada Guimaraes, deputy executive creative director at BBH, stated, “You need to have icon status to be able to play with your logo with such confidence. We at BBH are lucky enough to have one of the most iconic brands out there, Tesco, and to work with a team which is willing to throw away the rule book which dictates how it’s used.”
Murray Bisschop, UK marketing director at Tesco, added, “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. 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. I hope people will have fun guessing the letters and might even find some inspiration for their next meal too.”
The OOH is running across the UK until November 10.
Credits
Advertising Agency: BBH London
Chief Creative Officer: Alex Grieve
Executive Creative Director: Helen Rhodes
Deputy Executive Creative Director: Felipe Serradourada Guimaraes
Copywriter: Lawrence Bushell
Art Director: Luke Till
Head of Design: Liam Thomas
Designer Director: Miguel Sousa
Head of Strategy: Saskia Jones
Managing Partner: James Rice
Account Director: Millie Dann
Production Director: Rachel Clarke
Photographer: Will Cooper
Production Company Producer: Kay Edwards
Production Company: RARE & At Collective
Post Production: Wellcom
