Jane Horrocks
Jane Horrocks
Actor / Celebrity at Lowe London
London, United Kingdom
TitleCheerful Sole
Campaign Dotty - Tesco
Advertiser Tesco
Brand Tesco
Date of First Broadcast/Publication
Product Supermarkets
Tagline Tesco. Every little helps.
Philosophy "As Tesco has changed its image, it was helped enormously by the advertising agency"

(Lord MacLaurin)

Think back to 1990. Tesco still suffered from its unappealing "pile it high, sell it cheap" reputation. Incredulity would have greeted the suggestion that people might buy gourmet food from Tesco or trust it with their savings. From a company with flagging credibility, Tesco is now one of the nation's most trusted brands.

Advertising has been a consistent but relatively minor component of Tesco's total investment. Yet, through its instrumental role in transforming Tesco's brand image, it had contributed an extra £130m to Tesco's bottom line.
Media Type Television
Actor / Celebrity
Actor / Celebrity
Creative Director
Art Director
Production Company

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