After a successful 2015-2019 turnaround story, COVID-19 brought new challenges for Tesco. This IPA entry is not a story of short-term gains, but a continuation of a long-term strategy that continued to pay dividends. Through a ruthless focus on the drivers of supermarket choice (trust, quality and value), the approach helped Tesco gain market share and build brand equity. It is estimated that £644m of incremental profit was generated at a ROMI of £3.54.