Recent news reports suggest that Tesco is considering killing off its "Every Little Helps" strapline, 20 years after it was first introduced, as part of a review of its £110m ad account. This has become one of the best known brand properties in Britain, so its a big call to make.
What should they do? Here are the arguments for and against ditching the slogan.
1. Why keep Every Little Helps (ELH)?
Brand properties like ELH are marketing gold
As I've posted on here, distinctive memory structure takes an estimated 2-3 years of consistent marketing to create. And its also hard to "un-learn" brand properties like ELH once they are hard-wired into our brains. This is why marketing teams often get frustrated in focus groups, as consumers recall not this year's new ad campaign, but rather one from 5, 10 or even 15 years ago. This argues in favour of keeping ELH.
ELH is still relevant
I suggest that "Every little helps" is as relevant today as it was 20 years ago, if not more so, given the tough times people are living through. The same was not true for Sainsbury's, whose "Try Something New Today" idea felt out of touch with the times, and was changed for "Live Well for Less" in 2011.
Campaigns can be refreshed
The key to creating distinctiveness is "fresh consistency". The consistency comes through the brand story and brand properties, such as slogans, music and symbols. Freshness comes through chapters of new news on the brand. So, couldn't Tesco and their agency simply refresh ELH for 2012, bringing it up to date.
After all, James Bond still has the same theme music, catch-phrases and characters but has refreshed these, as I posted here. And the last two movies are amongst the most successful of all time.
2. Why loose Every Little Helps (ELH)?
ELH is a strapline, not a campaign
ELH is really just a strapline tagged on the end of various different executions. This means the brand has not created much memory structure, if any, in the last 5-7 years. Which is not great, given an ad spend of £100m a year. Which brand properties can you remember, apart from the strapline itself?
In fact, I suggest the brand has not had a true campaign since it ditched "Dotty" back in 2004. This campaign featured Prunella Scales as Dotty, the fanatical shopper. In testing Tesco, she gives it and its staff a chance to really bring to life ELH. For example, in this ad she takes back a sad looking trout and sawps it for a "happy sole". The campaign ran for 10 years and 25 executions. According to Thinkbox, the campaign delivered £38 of incremental profit for every £1 invested.
ELH has led to fragmentation
The great thing about ELH is that it is broad and flexible. The bad thing about ELH is that it is broad and flexible. And given where Tesco is now, the disadvantages may outweigh the advantages. The brand needs a big idea supported by a few big, bold service propositions to re-launch, not lots of little ideas. When it comes to the Tesco brand, every little may not help enough
The need to provoke re-evaluation
Tesco needs to provoke peope to think again about Tesco, both shoppers and staff. And it may be hard to do this with the next episode of ELH. A new campaign idea may work better to create the sense of Tesco setting out on the next 20 years of success, not trying to re-cycle the last 20.
And the answer is...
Net, I am surprised to find myself in favour of change. My rationale is that ELH has a rather hollow strap-line, not a true communication campaign. Tesco needs a big new idea that can help provoke positive re-evaluation, inside and outside the business.
That said, Tesco's problems really run much deeper. As I posted on here, an upgrading of the stores and shopping experience is over-due. A new ad campaign without change to the service model will only paper over the cracks.
What do you think? Please do leave a comment if you have a view for or against losing Every Little Helps.
For me Tesco should not kill their ELH, maybe they'll have to change something from it to improve rather than killing it, at the end of the day it is still relevant.
Posted by: Carol Evans | November 26, 2012 at 02:28 PM
i agree that this so called ELH is not a strapline but rather a campaign. ELH is a strapline, not a campaign still i am in favor of any changes that can help with Tesco. dont you think it would be far better that way?
Posted by: humpfrey duff | November 05, 2012 at 08:00 AM
The weakness of ELH is also its strength. People behind this must be careful which area to work on.
Posted by: Elizabeth Lopez | September 27, 2012 at 05:36 PM
Although much of the softness may come from the hair salon you have the desired effect providing some one youl be the case able to educate yourself regarding control going to be the softness all on your own as if you do.
http://www.louisvuittoncanadalv.ca
Posted by: Louis Vuitton Canada | August 29, 2012 at 09:59 AM
Woorden kunnen niet zeggen hoeveel ik waardeer wat je hier hebt gezegd ... Heel erg bedankt voor deze info.
Posted by: ghd hair straightener | August 28, 2012 at 02:37 AM
They are quite professional http://www.coachoutletonlineua.net Coach Outlet that the shattered Lebanese government was incapable of providing, and has evolved since then into a political force with two cabinet ministers and a dozen seats in Parliament. http://www.coachoutletonlinea0.org Coach Outlet“ in this, and this is something some Western donors are admitting that has a positive impression on some Western politicians,” said Stephan Rosiny, a research fellow at the http://www.coachoutleturla.com Coach Factory Oultet Institute of Middle East Studies at the German Institute of Global and Area Studies in Hamburg. http://www.coachfactoryoutletfa.net Coach Factory OutletThat in turn provides a rationale for the group’s charitable networks among Lebanese immigrants in Europe. “They may collect money for their institutions, but they aren’t http://www.coachoutletonlineab.com Coach Outlet operating publicly,” Mr. Rosiny said. “As long as they aren’t involved in politics and aren’t operating openly, they are tolerated.” http://www.coachoutleshome.com Coach Outlet Online Experts question how effectively European police officials are keeping track of the kind of serious, well-trained operatives capable of staging attacks versus counting up donors http://www.coachoutlet67.org Coach Factory Outlet. to funds for orphans of suicide bombers. “I don’t believe that they are able to monitor Hezbollah activities because Hezbollah is such a professional player,” said Guido http://www.coachfactoryoutletsc.org Coach Outlet Online Steinberg, an expert on terrorism with the German Institute for International and Security Affairs. http://www.louisvuittonususa.net Louis Vuitton Bag “The supporters that march the streets with a Hezbollah flag are not a threat to national security,” Mr. Ritzmann said. “We’re more concerned with small groups — a car http://www.louisvuittonsoutletua.net Louis Vuitton Handbagdealer, a grocer, or whatever
Posted by: Coach Outlet | August 16, 2012 at 03:16 AM
Happy to see your blog as it is just what I’ve looking for and excited to read all the posts.
Posted by: Edith | July 24, 2012 at 07:04 AM
Je vous remercie pour vos efforts dans la diffusion des connaissances académiques.
Posted by: nike free pas cher | July 20, 2012 at 08:10 AM
"Every Little Helps" discussion is really a good consultation. I just pleased to read about it. Love this entry. Thanks for this allocation. :lol:
The Mall is a large-scale，comprehensive mall, bringing together the world's famous high-end brands clothing, shoes, hats, bags, bikini, sunglasses etc of the latest hot products of spring and summer. All these products of this mall are on low-priced sales. We will give you a big promotion and a good discount as our part of the bargain and Provide a wide range of products, convenient and efficient logistics. it is a good choice for your online shopping.
Posted by: venta gorras | July 17, 2012 at 09:58 AM
You’re certainly right in saying it needs to be bigger and bolder and more in line with what shoppers are looking for today. I’ve always thought Every Little Helps sounds more like something a charity collector would say and can sometimes be construed as a bit patronising. Well it certainly is when someone says it in the office! As a shopper there myself, I want to know I get value, top quality products with excellent service and all with the highest convenience. Although I do feel I get this (at least most of the time…) their strapline needs to reflect this if they are to bring in new customers through their doors.
Posted by: Nicky V | July 05, 2012 at 12:56 PM
"According to Thinkbox, the campaign delivered £38 of incremental profit for every £1 invested."
"I am surprised to find myself in favour of change. My rationale is that ELH has a rather hollow strap-line, not a true communication campaign."
Well, it seems they already have a very effective campaign. :-)
Posted by: Robert | July 05, 2012 at 11:29 AM
"Every Little Helps" discussion is really a good consultation. I just pleased to read about it. Love this entry. Thanks for this allocation. :lol:
Posted by: Martin kary | July 05, 2012 at 05:29 AM