Every now and again a project comes along that is exciting, daunting and career-defining. We were lucky enough to be appointed by Tesco to bring Every Little Helps to life, the strapline being the summation of the brand essence of “attaining and mining a customer’s lifetime loyalty” – phew!

Essentially the scope of the project was to launch Tesco Every Little Helps as a brand proposition to reflect how the onetime down-at-heel grocer had become an essential part of everyday life covering food, non-food, insurance, banking, phones and digital.

A tone of voice was required, a visual language and the ability to be a trusted entity not a shareholder-driven profit machine. Stores became far more shopper friendly, language became everyday across all comms and stores large enough to handle Every Little Helps had it writ large across them. To reinforce Tesco’s commitment to price, the pound and scissors was borne – so many other retailers have asked for the same device.

Getting to the visual manifestation of the brand, correctly and in a relevant way required a thorough understanding of the brand hierarchy, what really made the business special and how should it be talking to its customers.

A great brand should stand the test of time – Tesco and Every Little Helps has done just that and launched many a marketing career too!