‘Every little helps’.
Those three words are as synonymous with Tesco as the retailer’s iconic blue-and-white stripes.
So ingrained are these words in our brains that they were even named the UK’s most memorable brand slogan by the Advertising Standards Authority (ASA) in 2025.
The iconic slogan first debuted in 1993, so it’s no surprise it’s so popular, as we’ve had 33 years to get used to saying it.
But that’s all about to change, as Tesco has just introduced a new slogan: ‘Need anything from Tesco?’
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Now, before you panic, Tesco isn’t doing away with every little helps; it’s been confirmed that it will remain the official brand slogan of the supermarket.
And if you look closely at the new advertising campaign (in partnership with BBH), the iconic line is still featured on the Tesco logo.
Need anything from Tesco is instead being used to ‘bring life’ to every little helps, giving the OG slogan a ‘renewed relevance’, according to the retailer.
Tesco says the campaign transforms the ‘everyday colloquialism’ into a vehicle for their mission, showing how they are there to ‘help the nation get the groceries they need, and so much more’.
As such, new billboard adverts for Tesco proclaim that the retailer is for ‘when you need more than groceries’ and feature different items you can get from the supermarket, including own-brand products, free nappies for premature babies, £2.50 cinema tickets every Tuesday, and even just a quiet hour to shop in peace.
Ashwin Prasad, Tesco’s UK CEO, said: ‘At Tesco, “Every little helps” has always been rooted in the real actions our colleagues take every day to support customers, whether that’s going the extra mile in store to support a customer who needs it or supporting hundreds of schools to access free fruit and veg for their pupils.
‘The new “Need anything from Tesco?” platform is intended to build on that as we continually work towards new, thoughtful ways to do more for our customers and local communities, whilst still providing great quality food at the right price.
He adds: ‘I am excited to see where the campaign takes us as we start to actively ask the question: Need anything from Tesco?’
This comes after Tesco recently revived its iconic blue-and-white Tesco Value stripes as part of a marketing campaign for ‘everyday low prices’.
The popular 90s value range was axed in 2012, but the stripes were brought back in January in a bid to ‘symbolise value’ for shoppers.
However, Dr Sabrina Gottschalk, a lecturer in marketing at Bayes Business School, warned Brits to be wary of them.
She explained that bringing back the Value logo is a ‘nostalgia-based marketing strategy’, which is designed to feel ‘familiar’ and ‘reassuring’ at a time when many customers are ‘especially sensitive’ to pricing.
Nostalgia, as we know, can evoke positive emotional associations for many, and in this case, it’s likely causing Brits to fondly reminisce about a time when groceries were much cheaper, and Tesco Value prices still existed.
Popular UK supermarket slogans:
Tesco: Every Little Helps
Asda: That’s Asda Price
Sainsbury’s: Helping Everyone Eat Better
Morrisons: More Reasons to shop at Morrisons
Iceland: That’s why mum goes to Iceland
‘The branding works by making Tesco feel more affordable, drawing on shared cultural recognition and a light sense of playfulness,’ Dr Gottschalk continues.
‘Importantly, Tesco has paired the stripes with the Everyday Low Prices messaging and [made some] visible price cuts, which helps to ground these emotional cues in real pricing actions.’
As such, shoppers might find themselves ‘at risk’ of spending more than necessary, especially if the retro branding is applied too broadly across supermarkets.
‘The stripes may act as a broad value cue, encouraging shoppers to over-generalise perceptions of affordability,’ Dr Gottschalk added.
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