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Tesco Revamps Iconic Logo to Showcase Freshness and Quality Commitment

Tesco is aiming to show how the supermarket giant stands for superior food – quite literally – in a new nationwide outdoor campaign, in which the consonants and vowels of its logo are replaced with fresh produce that starts with the letters T, E, S, C and O.



Called ‘Icons’, the campaign has been devised by BBH and one poster features a tangerine, an egg, a strawberry, a croissant and olives to spell out the name Tesco, while another uses a tomato, an eclair, spring onions, a coconut and oyster mushrooms.


Conventional marketing wisdom dictates that you should never alter your established brand logo. BBH recognised, however, that even stripped back to its five blue chevrons, the Tesco brand identity is still unmistakeable, and saw it as an opportunity to do something different.


Aimed at everyone who loves their food, ‘Icons’ uses photography by Will Cooper, who – it is claimed – shot each item with the same attention to detail that Tesco pays to sourcing it.


And, by replacing the letters of Tesco with food, the posters give passers-by a playful puzzle to work out and truly let the food do the talking.


Tesco UK marketing director Murray Bisschop said: “We know quality is so important to our customers, regardless of whether they are treating themselves to a Finest steak or preparing a quick and economical stir fry.



“We wanted a campaign that heroes the quality of our products in a clever and beautiful way and we love how the campaign has turned out. I hope people will have fun guessing the letters and might even find some inspiration for their next meal too!”


BBH deputy executive creative director Felipe Serradourada Guimaraes added: “You need to have icon status to be able to play with your logo with such confidence. We are lucky enough to have one of the most iconic brands out there, Tesco, and to work with a team which is willing to throw away the rule book which dictates how it’s used.”


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