Tesco’s latest campaign creatively revamps its iconic logo using everyday grocery items.
- Through billboards, Tesco spells out its name with food, emphasizing product quality.
- Displayed in high-traffic areas, the campaign reinforces Tesco’s reliability in food supply.
- Marketing director highlights the campaign’s dual role of engagement and culinary inspiration.
- The campaign coincides with Tesco’s recent market share growth, reaching 28%.
In a bold new campaign titled ‘Icons’, Tesco reimagines its logo by incorporating common grocery items into its iconic letters, effectively underscoring the quality of its offerings. This inventive marketing initiative sees five different food products replacing each letter of ‘TESCO’ on various large-scale billboards. For instance, a vibrant tomato stands in for ‘T’, while an éclair, spring onions, a coconut, and oyster mushrooms represent the subsequent letters, creating a visually appealing presentation.
The campaign, which includes locations with significant foot traffic such as London train stations, is designed to remind the public of Tesco’s ongoing commitment to being a dependable source of quality groceries. By ingeniously integrating products like tangerines, edam cheese, strawberries, chili, and okra into their promotional materials, Tesco seeks not only to maintain brand visibility but also to offer a fresh perspective on weekly shopping essentials.
Murray Bisschop, Tesco UK’s marketing director, expressed that the campaign intends to highlight the importance of quality to their customers, irrespective of whether the purchase is a premium steak or an 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!” he stated, encapsulating the dual-purpose of engagement and gastronomic inspiration that the campaign seeks to deliver.
This innovative marketing strategy is launched at a time when Tesco is experiencing significant positive momentum in the market. Recently, the company achieved its largest supermarket market share since 2017, reaching 28%, a rise from 27.4% the previous year. This growth follows on the heels of an increase in profit expectations, with half-year profits soaring by 10%, supported by a 4% rise in sales.
Tesco’s campaign effectively merges creativity with a focus on product quality, coinciding with significant market gains.
