Tesco hits highest market share in over a decade as value push pays off
Molly InnesCEO Ken Murphy is “really pleased” with how Tesco’s 2025 Christmas campaign performed, as the retailer ups its profit guidance.
How Tesco combined emotion and practicality in its back-to-school print campaign
Grace GollaschA newspaper ad for the retailer landed in the top 6% of all UK ads for “branding”, making it the most effective ad in the latest edition of Kantar’s ‘The Works’ study.
Tesco embraces episodic storytelling and the magic of a ‘perfectly imperfect’ Christmas
Amrit VirdiMoving away from one main hero ad, Tesco’s Christmas campaign is made up of 11 episodes based on customers’ interpretations of Christmas.
Tesco wins Channel 4’s 2025 Diversity in Advertising award
Grace GollaschEntrants to this year’s awards were challenged to prioritise inclusive design in their advertising for a second year in a row.
Tesco Media invests in creative effectiveness with AI tools and on-site video launch
Grace GollaschTesco Media is betting on creative effectiveness and personalisation, unveiling an AI-powered creative studio and new video ads to help brands connect storytelling directly to purchase moments.
Tesco claims brand perceptions ‘outperforming’ the market
Amrit VirdiWith brand, satisfaction, value and quality perceptions all on the up, Tesco claims to be “outperforming” competitors across all six YouGov measures.
Lidl and Ocado fastest growing grocers as Tesco dominates market share
Amrit VirdiData also shows shoppers favouring brands over own-label items, with branded sales “particularly dominant” in personal care, confectionery and soft drinks.
Tesco reaffirms commitment to value in ‘intensely competitive’ market
Molly InnesTargeted price investment, innovation and new product ranges have resonated with customers this quarter, says Tesco CEO Ken Murphy.
Tesco pledges to use ‘firepower’ in competitive market as brand perceptions soar
Amrit VirdiTesco says it is “committed to keep winning with customers” and enhancing its value proposition, leaning into Clubcard growth.
‘A blank sheet of paper’: Tesco’s marketing boss on the power of ‘restless’ leadership
Amrit VirdiA “belief in data” and desire to push boundaries is informing Tesco group customer director Becky Brock’s vision for the retail giant.
‘Writing the next chapter’: Tesco’s Becky Brock on her marketing vision for ‘Britain’s brand’
Amrit VirdiIn her first major interview since taking on the role, the Tesco marketing boss discusses dropping ‘Food Love Stories’, working “hand in glove” with retail media and being at one of the UK’s “bedrock brands”.
Tesco drops ‘Food Love Stories’ after seven years
Amrit VirdiThe supermarket is replacing the long-running platform with ‘It’s Not a Little Thing. It’s Everything’ as it looks to connect with consumers about food on an emotional level.
Tesco Media: Retail media measurement to ‘come of age’ in 2025
Grace GollaschMeasurement has been a challenge for advertisers navigating the rapid growth of retail media, but 2025 promises a rise in benchmarks and standardisation.
Awareness, consistency and ‘sparkle’ help retailers triumph amid ‘competitive’ Christmas
Amrit VirdiAs retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
Tesco credits ‘biggest ever Christmas’ to increased value focus
Grace GollaschThe supermarket achieved its highest market share since 2016, now at 28.5%, after increasing its focus on value over the festive period.