By 2020, amidst challenging market conditions, Tesco Mobile faced a lack of differentiation and struggled to attract new customers. The solution? The brand doubled down on Tesco helpfulness, reframing a perceived weakness – its supermarket connection – into a proud badge that positioned the brand as the most helpful in the category. By doing so, Tesco Mobile significantly outperformed the market, adding 370,000 customers, growing revenue by +17%, and delivering a ROMI of £2.25:1.