After more than three decades, Tesco is refreshing its famous ‘every little helps’ slogan with a brand-new campaign aimed at renewing its connection with customers across the UK. As the nation’s largest supermarket, Tesco faces stiff competition from rivals such as Sainsbury’s, Asda, and Morrisons, making this strategic shift a significant move for the retailer.
The new campaign introduces the question: ‘Need Anything From Tesco?’—a platform designed to better reflect the brand’s ongoing mission to support customers and local communities. Ashwin Prasad, Tesco’s UK chief executive, explained that the original slogan has always emphasized the helpful actions of Tesco staff, from going the extra mile in stores to supporting schools with free fruit and vegetables.
Prasad added, “The new ‘Need anything from Tesco?’ platform builds on this foundation by encouraging us to explore new, thoughtful ways to do more for our customers, while continuing to offer great quality food at the right price. We are excited about where this campaign will take us as we actively engage with customers in a fresh way.”
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Becky Brock, Tesco’s managing director for customer, emphasized that the decision to refresh the slogan comes amid an economic environment that remains challenging for shoppers. She highlighted Tesco’s unwavering commitment to maintaining its value proposition and elevating the brand to new heights.
Brock noted, “Our previous campaign, Food Love Stories, was no longer capturing the business changes linked to our passion for food. This new focus puts food—and the customer—at the heart of everything we do.”
Looking ahead, Brock also emphasized the importance of Tesco’s Clubcard, describing it as one of the brand’s most valuable assets which must be carefully nurtured. She further stressed Tesco’s plans to enhance its digital presence and integrate marketing efforts more deeply into digital platforms, ensuring the brand remains relevant and customer-focused in the future.