Tesco is the UK’s most successful supermarket chain and ‘Every Little Helps’ is the brand philosophy that underpins all of their campaigns.

 

Whether they’re offering lower prices than rival retailers, committing to healthier food choices or sponsoring the next generation of football stars, this idea sits at the heart of every communication. 

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During my three years working on the account, I oversaw a broad range of campaigns - from brand-building and trade driving to price, CSR and quality initiatives. I led countless print, radio, digital and television campaigns from conception to delivery, all within extremely tight timelines and under enormous pressure to hit targets with every execution.

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Despite increasing competition in the UK retail space, we consistently saw a climb in market share for the retailer.