Tesco has dismissed reports it is looking to replace the “Every little helps” strapline it uses in its UK advertising.
The retailer is understood to be gathering opinion on whether it should retain the strapline as part of an ongoing review of its advertising account, according to a number of UK reports.
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However, a spokesperson for Tesco said: “The brief is not to create a new end line. We believe that Every Little Helps reflects much that we hold dear.”
In April, when Tesco announced a review of its brand communications, group marketing and digital officer Matt Atkinson said it was a good opportunity for the group to “step back and take a fresh look” at its brands and the way consumers engage with them.
Speaking during an analysts’ conference following the company’s annual results in April, CEO Philip Clarke revealed the supermarket’s renewed emphasis on marketing.
The CEO referred to its decision to review its GBP110m advertising account, held by The Red Brick Road. He told analysts: “Quite simply, we need a different conversation.”
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By GlobalDataHe also conceded the group had “lost focus” on its ‘Every little helps’ philosophy, which he called the “lifeblood” of like-for-like sales increases.
In the same month, Tesco announced plans to spend GBP1bn (US$1.55bn) overhauling its struggling domestic business, which has seen its share of the UK grocery market erode in recent months amid falling like-for-like sales.
The announcements came as Tesco admitted profits from its UK arm had fallen in the 52 weeks to the end of February. It reported a 1% fall in profits to GBP2.5bn.
Last week, however, the retailer said its performance in the first quarter of its financial year had been “solid” despite another period of falling domestic like-for-like sales.
The company reported a 1.5% decline in like-for-like sales, excluding VAT and fuel, in the UK for the 13 weeks to 26 May.
