Tesco: How 'Every little helps' was a great help to Tesco

During the period of 1990 to 1999 Tesco's turnover increased from £8 bn to £17.4 bn and its market share rose from 9.1% to 15.4%. It became the market leader in 1995, overtaking Sainsbury's. The objective was to tackle Tesco's unappealing image. The first TV campaign featuring Dudley Moore, raised awareness. The 'Every Little Helps' executions improved the image and attracted non-Tesco shoppers. The 'Dotty' (Prunella Scales) campaign consolidated Tesco's leadership. The campaign focused on quality, value for money, Clubcard etc. Campaign had a good effect on staff morale and directly effected the company share price