|Campaign||Dotty - Tesco|
|Date of First Broadcast/Publication|
|Business Sector||Department Stores, Supermarkets|
|Tagline||Tesco. Every little helps.|
|Philosophy|| "As Tesco has changed its image, it was helped enormously by the advertising agency"|
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.
|Actor / Celebrity||Prunella Scales|
|Actor / Celebrity||Jane Horrocks|
|Creative Director||Paul Weinberger|
|Art Director||Charles Inge|
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