Tesco in review of brand identity

by Melanie Godsell, Marketing 28-Feb-07

Tesco is carrying out a review of its brand identity, including the use of its 15-year-old strapline 'Every little helps'.

Its existing logo has helped Tesco become the UK's top grocer, with a
31.5% share for the 12 weeks to 3 December, according to TNS. However,
sources said it was evaluating whether an alternative could be more

effective.

If it does revamp its brand, the results are not expected to be seen
until next year.

Tesco's ad account is held by The Red Brick Road, the agency founded by
Sir Frank Lowe, whose former agency, Lowe & Partners, devised the 'Every
little helps' positioning. The retailer uses a roster of 12 design
agencies.

Tesco is on a major expansion drive, with marketing chief Tim Mason
leading the push in the US. The company is hunting for a replacement to
lead global marketing.

Tesco denied the review.