How 'Every Little Helps' helped to deliver one of the biggest turnarounds in UK retail history

In 2015 Tesco reported a painful combination of the biggest loss in UK retail history and the lowest ever scores in customer trust experienced by the brand. Shoppers were turning away in their droves and the brand had to win them back. This paper shows how by looking back into what made people first love it, Tesco re-insipred customers to choose the brand again. And, in doing so, it rebuilt Tesco's relationship with its customers, generated £3 of profit for every £1 invested in communications, and helped initiate one of the largest turnaround stories in UK retail.