Ah, supermarket chains. In Australia, they compete with each other as subtly as Nicki Minaj and Iggy Azalea. They cheat. They bully suppliers. They get caught. Doing both. Whinging about what they do and don’t do is a national sport. Working out what each stands for is impossible. The big two commandeer each other’s platforms and ad ideas. They win a little ground. And lose it again.
One supermarket chain in the UK nearly lost it all. “Tesco, as even our occasional observer from Mars could tell you, has not had to seek problems recently. Its market share has fallen dramatically from over 30% and, along with that, so have its profits and its share price. It seems to be under investigation by all and sundry – including some sundries nobody had heard of – following its admission that profits had been overstated by £263m.” [Stephen Foster, International Business Times, February 10]
Clearly, the only way was up. So Tesco overhaul everything, including its agency. And after a massive review of its marketing strategy, only its long-running strapline, Every Little Helps, remained.
Tesco’s new strategy is two-pronged. It intends to establish itself as “uniquely helpful” and “reaffirm its humorous tone of voice”.
Its long-held obsession with price (vs Aldi and Lidl) has been abandoned. Tesco’s prices were, in fact, pretty much the same as its competitors, so it will no longer spend millions to advertise that.
It has had a new agency, BBH, since January to whom it has given the daunting task of rebuilding trust and AU$275m to achieve it.
BBH’s first TVCs, featuring new brand ambassadors, actress, Ruth Jones (Gavin and Stacey), and comedian Ben Miller, have now appeared. They’re feature ads, but use humour to re-establish warmth and personality to the brand.
The ads feature Tesco family – Mum Jo, Dad Roger and 21-year old son Freddie.
The first spot promotes Tesco’s “one in front” policy – Tesco promises to open up a new cash register if a customer is faced with a queue: “I’ve still got it,” Jo thinks, “Those pilates classes must be working.”
The second spot promotes Tesco’s brand guarantee – Tesco will refund the difference if a branded item costs less at a rival supermarket. Roger decides to barter with the cashier over the price of his cornflakes, using techniques he’s learnt in a Moroccan souk. He wins but not for the reason he believes.
Caroline Pay, deputy executive creative director at BBH, commented, “People want to feel good about Tesco. I love the challenge of trying to be genuinely helpful. We are shaping an enormous brand with a single promise: ‘If it’s not helpful, it’s not Tesco,’ and with every creative brief I expect to see behavioural ideas. It’s a lovely discipline.”
The print extension is all about Tesco’s helpfulness. One full page ad shows a shoe sizing chart that children can use to measure their feet. Another demonstrates exactly how much pasta you need per portion. A third demonstrates just how much fresh spinach shrinks when it is cooked.
Creative credits:
Agency: BBH
Creatives: George Brettell, AK Parker, Matt Moreland & Chris Clarke
Production company: Rattling Stick
Director: Daniel Kleinman
And then there’s Tesco’s new fashion ad:
Tesco’s fashion brand, F&F, has Victoria’s Secret model, Amy Hixson, and Tom Ford’s, Jon K, in a TV ad shot in Miami and unlike any that have gone before for the brand.
Jon K, for example, is a high end fashion model. he has shot seven Tom Ford campaigns back to back, regularly tops international best-dressed and most handsome men lists and has modelled for Armani and Karl Lagerfeld.
