Tesco has launched a new advertising campaign called "Icons", in which it decided to remove its logo from its billboards and replace it with images of food products that represent the five letters of its name. The aim is to highlight the quality of the products offered in the assortment, emphasizing that the supermarket is a reliable place to buy quality food. The campaign also aims to engage consumers in a fun way, inviting them to guess the letters through food clues,
Created by agency BBH London, the campaign was designed to break with traditional branding conventions, shifting the focus from the brand itself to the products and customer experience. As is often the case when launching something innovative, while some welcomed the idea, others criticised the lack of a clear brand identity, believing that the message could be confusing to consumers despite the five blue chevrons clearly confirming the British retailer's identity.
This campaign represents a bold attempt by Tesco to reinvent its approach to marketing and customer communications. The decision not to use the traditional logo could start a new trend in the supermarket sector, where the emphasis on product quality and customer experience is becoming increasingly central.
