Tesco’s slogan “Every Little Helps” appears to be solely about value, but with discount retailers such as Aldi and Lidl continuing to snap up grocery market share, articulation of the value alone doesn’t really cut it anymore.
As a result of this, in the past few years “Every Little Helps” has been used flexibly and is being adapted to various campaigns. The slogan was even incorporated into Tesco communication after changes made to comply with the government legislations. For example, the “Bags of Help” initiative introduced after the 5p Government bag charge law in 2015, donates all money collected from a carrier bag charge to charity – illustrating how every 5p can improve the wellbeing of local communities.
Its latest campaign, the “Little Helps to Healthier Living” showcases TESCO improvements following the Government push towards retailers’ responsibility of improvements in nation’s eating habits.
The campaign is part of Tesco’s continued commitment to making it easier for customers to live more healthily. It has already removed over 8,000 tonnes of sugar, fat and salt across a range of its own label products. To support the campaign that is running on TV and across other media channels, Tesco lowered the price of fruit and vegetables and placed them at the checkouts so customers can easily add a piece to their shopping. Also in addition to this, they provide free diabetes risk assessments and blood pressure check-ups its large store pharmacies, as well as support Race for Life events across the UK in partnership with Cancer Research UK.
It’s going to be interesting to see if these efforts will help in increasing brand sales and win back lost market share. But as Tesco sales seem to be growing lately – it looks like “Every Little Helps” actually does help the brand to turnaround its image little by little.