When You’re As Recognisable As Tesco, Sometimes Saying Less Says More
In a daring display of brand confidence, Tesco has launched a revolutionary outdoor advertising campaign in the UK that’s turning heads and challenging traditional marketing rules.
The supermarket chain has taken the unprecedented step of completely removing its name from its iconic blue chevron logo, replacing the letters with artfully arranged fresh produce.
When You’re This Famous, Who Needs Letters?
The groundbreaking “Icons” campaign, crafted in collaboration with advertising powerhouse BBH London, makes a bold statement about Tesco’s brand recognition.
By stripping away the actual letters of its name but retaining its distinctive blue chevrons, Tesco is effectively saying, “We’re so well-known, we don’t even need our name anymore.”
The campaign’s stunning visuals, captured through the lens of photographer Will Cooper, transform everyday food items into typographic art, creating a visual puzzle that invites viewers to piece together the supermarket’s name through carefully arranged produce.
Breaking the Branding Rulebook
Felipe Serradourada Guimaraes, BBH’s Deputy Executive Creative Director, acknowledges the audacity of the move: “You need to have icon status to be able to play with your logo with such confidence.”
His statement underscores the campaign’s underlying message – Tesco has reached a level of brand recognition where it can afford to break conventional marketing rules.
Quality Meets Creativity: The Strategy Behind the Campaign
The timing of this campaign isn’t coincidental.
Running from October 21 to November 10, it arrives as consumers are increasingly focused on food quality and value.
Murray Bisschop, Tesco UK’s marketing director, reveals the strategic thinking behind the creative execution: “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.”
Building on Past Success
This isn’t Tesco’s first foray into innovative branding. The campaign follows hot on the heels of another successful collaboration with BBH, which highlighted the retailer’s iconic meal deal offerings with a distinctly British punk aesthetic.
This consistent push to reinvent while maintaining brand recognition demonstrates Tesco’s commitment to keeping its marketing fresh and engaging.
The Interactive Element
Perhaps the most clever aspect of the campaign is its interactive nature.
As Bisschop notes, “I hope people will have fun guessing the letters and might even find some inspiration for their next meal too!”
This dual purpose – engaging viewers while subtly showcasing product quality – represents a masterclass in modern retail marketing.
The campaign’s success hinges on a simple truth: when you’re as recognisable as Tesco, sometimes saying less says more.
By letting its products quite literally speak for themselves, Tesco has transformed a simple outdoor advertising campaign into a talking point that reinforces its position as a market leader while engaging consumers in an innovative way.
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