It’s been a little over a year since Dave Lewis took the reins as CEO at U.K. supermarket behemoth Tesco. To say he stepped into a company in difficulty would be an understatement. Poor investment decisions by his predecessors, a humiliating肉欺诈一团糟，以及一个巨大的开始会计丑闻今天仍在播放，所有人都需要他的注意。
此外，英国杂货店当时已经并且继续存在，可以说是最有竞争力的。特易购（Tesco）坐落在中间市场，受到高级末端的怀特罗斯（Waitrose）和马克斯（Marks＆Spencer）的攻击，甚至更令人沮丧的是，德国的折磨者阿尔迪（Aldi）和利德尔（Lidl）从另一个方向开火。
The U.K. press enjoys referring to Lewis as “Drastic Dave” but there is little doubt dramatic action was needed. Under his stewardship, Tesco has undergone an aggressive turnaround strategy. Over the last year, plans for new stores were ditched, several peripheral businesses, including streaming service Blinkbox, were divested, more than 40 failing stores were closed, in-store staff numbers have increased, prices of key brands slashed, and more.
A major management clear out was also part of these changes, including several senior marketers, and in April this year Lewis hired former Barclays CMO, Michelle McEttrick, as group brand director. An additional, knock-on effect was the impromptu but not entirely unexpected termination of the two-and-a-half year relationship with ad agency Wieden & Kennedy. Lewis, formerly a marketer and category head at Unilever, hired BBH London without a pitch–the deal was done via a few calls with the agency’s global CEO Neil Munn, with whom he had worked previously.
现在，乐购（Tesco）推出了一项新的品牌活动，这是自刘易斯（Lewis）到来以来的首次重新定位。刘易斯（Lewis）没有立即陷入重塑品牌，而是优先考虑企业的基本原理，他说：“您不能从表现出的问题中宣传自己的方式。”
从跑步商店到为人服务
麦克特里克（McEttrick）概述了特易购（Tesco）品牌需要做的事情，他说：“我们需要将乐购（Tesco）从跑步的商店转移到为人们服务。该品牌目的在6月向320,000个乐购同事发起，“每天为英国的购物者提供更好的服务。”
The retailer took a major step this week by being the first U.K. supermarket to launch immediate discounts on its price-matching scheme, instead of issuing a coupon that had to be brought back on a subsequent visit.
McEttrick说：“当我们考虑目的，服务的目的时，它确实必须从在商店和在线提供服务的同事开始。”“他们需要为该品牌感到自豪，而我们度过了艰难的一年，很难在乐购（Tesco）感到自豪。我们重新确定这一点，以及做所有将使他们更容易完成工作并真正为人们服务的基本原理，这一点非常重要。”
麦克特里克（McEttrick）说，尽管特易购（Tesco）在英国拥有巨大的物理品牌，但它迫切需要将温暖和幽默恢复到该品牌中。McEttrick说：“我们确实在语音的语气和我们想要与客户创造的个性上努力。”“我们希望人们能够感觉到，‘乐购在我身边’，‘乐购让我微笑’。”
At the heart of the new campaign is the rejuvenation of Tesco’s long-term tagline, “Every little helps.”
The ads, by BBH London, are all intended to be helpful in some way. For example, a print ad is also a handy shoe-size measuring tool for children’s feet. Another shows what a certain amount of spinach looks like both raw and cooked, while another shows what the inside of eggs look like when cooked for differing lengths of time.
In a similar vein, highly responsive ads have been run around U.K. TV phenomenon,大英国烘烤, whereby recipes and instructions have been published so people can recreate the recipes cooked by contestants in the previous evening’s show. Master bakers are also available in-store to advise and assist budding patisserie chefs.
由丹尼·克莱曼（Danny Kleinman）执导的带有古怪家庭的电视广告专注于电影的帮助，也许允许更多的幽默和温暖。麦克特里克（McEtterick）说，随着时间的流逝，家庭成员的故事将展开。
A strategic family
The composition of this “modern British family“ has not been chosen at random. Each member represents a strategic growth segment for Tesco. “We have the post-family segment, parents whose kids have moved away from home, which is growing, as is the ‘boomerang’ child phenomenon,” says McEttrick. “This is a mother and father who ‘should’ be childless right now but have 25-year-old Freddie living with them. We also see a big increase in single person households. We’re hoping to span a lot of relevance across really important segments.”
她说，现代英国家庭是该品牌的“拥有”人群。McEttrick说：“我们正在以一种与市场上发生的其他事情完全不同的方式进行的。”“在第一次看这个想法之后，我们花了很多时间聊天，没有其他人在做家庭，人们真的没有做温暖的英国幽默。因为它与特易购品牌DNA如此一致，所以我们认为这是一个巨大的机会。”
她说，在谈到标语的历史时：“每一个小帮助都是最好的帮助，当它真正努力地倾听客户并确定脖子上的小麻烦或大疼痛的事物，然后出去固定它们。并以一致的方式这样做，所以没有大爆炸“这里，一切都是固定的”。人们记得的方式是warm wayit was delivered.”
Acts, Not Ads
特易购（Tesco）正在摆脱黑暗时期，尽管最近的利润在半年中降低了55％结果，通常认为刘易斯正在做所有正确的事情。但是，恢复将需要时间。
McKettrick concedes there may be some hangovers from the recent hits to the brand’s reputation, but says the most important thing now is making sure the experience customers have every day at Tesco is a positive one. “If we can surprise and delight them with the services we provide and the products we create, then that’s the battle ground,” she says.
The campaign is a deliberate public step into a new era, in which Tesco hopes to be defined by helpful behavior. McEttrick says, “We have a phrase that we use a lot when we are evaluating our brand activities, which is, ‘acts, not ads.’”