“Need anything from Tesco?”: Why Tesco’s New Slogan Signals a Bigger Shift In Customer Relations

As communicators, we all know that understanding customer journeys, and how a brand fits into them, is crucial to creating meaningful campaigns. Whether it’s providing solutions to the right outfit for the right occasion; simplifying gifting based around specific price points; or highlighting a restaurants’ location, considering the customer journey and meeting a need state is what we strive for our campaigns link to. And that’s exactly what Tesco has done.

The news that one of the big four is building on its famous tagline “Every little helps” is clear insight into how the retail giant sees an opportunity to interact and engage with its customers, and indeed, how it slots into British culture. The extension of “Need anything from Tesco?” shows brands that, now more than ever, understanding customer journeys, and more importantly, evidencing you understand them, is a great way to position your brand as the answer to their needs.

What this tells customers

“Need anything from Tesco?”  is simple, and a question that occurs across the nation on a daily basis. Showing customers it understands its role in daily life is Tesco’s reminder that, when they are in need, Tesco has the answer.

But the language used is smarter than simply showing customers it’s here to help, it’s strategic positioning at its (Tesco) Finest. With everlasting conversation on the price of food thanks to the cost-of-living crisis and waves of shrinkflation hitting our favourite products in swathes, Tesco is moving away from a slogan that leans on low price point connotations, and speaks to necessity, which for consumers doesn’t always consider price.

Customer journeys

The snappy, colloquial question mirrors how consumers embark on a trip to Tesco. Starting without the preposition to the question ‘Do you’ notably being missed from the beginning of the slogan, shows the casual, everyday nature that a Tesco trip has as part of the nation’s daily life. And not tying the question to a time, highlights Tesco’s universal availability of product, opening hours and location, which we know isn’t a good thing for our food systems, but does speak to peoples’ need, desire and expectation of convenience when ‘nipping to the shop’.

A very clever move from the retailer and food for thought for brands looking to slot into the journeys of their customers.