Tesco has launched a groundbreaking new advertising campaign that has left marketers and consumers alike debating its effectiveness. In collaboration with BBH London, the supermarket giant has unveiled a series of billboards that forgo its iconic logo in favor of cleverly arranged food items representing the letters of “Tesco.” Dubbed the Icons campaign, this creative out-of-home (OOH) initiative challenges traditional branding conventions while showcasing Tesco’s marketing confidence.
Far from a typical billboard, this campaign leverages deep-seated psychological principles, like the Zeigarnik Effect, to make a lasting impression. It’s a testament to the power of creative advertising when paired with a strong brand identity. Here’s how Tesco’s Icons campaign is rewriting the rules of modern marketing.
Tesco’s Brilliant New Billboards: A Marketing Masterclass with the Zeigarnik Effect
Tesco has launched a groundbreaking new advertising campaign that has left marketers and consumers alike debating its effectiveness. In collaboration with BBH London, the supermarket giant has unveiled a series of billboards that forgo its iconic logo in favor of cleverly arranged food items representing the letters of “Tesco.” Dubbed the Icons campaign, this creative out-of-home (OOH) initiative challenges traditional branding conventions while showcasing Tesco’s marketing confidence.
The fact it, Tesco’s billboards have been the same forever. Sure the artwork may have changed, or a tagline along the way but the fact is they were just reminding people that they offer value for money with high quality food. It got repetitive for maybe 70 odd years. This is new. This is brilliant.
Far from a typical billboard, this campaign leverages deep-seated psychological principles, like the Zeigarnik Effect, to make a lasting impression. It’s a testament to the power of creative advertising when paired with a strong brand identity. Here’s how Tesco’s Icons campaign is rewriting the rules of modern marketing.
The Concept Behind Tesco’s New Billboards
The Icons campaign replaces the word “Tesco” with food items whose initials correspond to each letter of the brand’s name. For example, the “T” is represented by a tomato, while other designs feature items like strawberries, olives, and croissants. All of this is set against Tesco’s distinctive blue chevrons—arguably the true star of the campaign.
Photographed by Will Cooper, the food items are vibrant and inviting, reinforcing Tesco’s commitment to freshness. Each billboard also carries the brand’s iconic slogan, “Every Little Helps,” tying the abstract design back to Tesco’s core identity.
Why Tesco’s Marketing Strategy Stands Out
This campaign is a masterclass in leveraging both creativity and consumer psychology. Here’s why it’s so effective:
1. Leveraging the Zeigarnik Effect
The Zeigarnik Effect, discovered by psychologist Bluma Zeigarnik, reveals that people are more likely to remember incomplete tasks than completed ones. Tesco’s billboards leave a cognitive gap by removing the logo and replacing it with abstract representations of the brand name. This forces viewers to solve the puzzle, keeping the ad—and Tesco—top of mind long after they’ve seen it.
When motorists glance at a billboard and try to decipher what the scattered food items mean, they unconsciously engage with the ad. That moment of realization (“Oh, it spells Tesco!”) not only makes the campaign memorable but also creates a sense of satisfaction that strengthens brand recall.
2. Employing the Generation Effect
The campaign also taps into the Generation Effect, another psychological principle where information is better remembered if individuals generate it themselves. Instead of passively viewing a logo, viewers actively reconstruct the Tesco brand in their minds, embedding it deeper in their memory.
By asking audiences to fill in the cognitive blanks, Tesco creates a sense of ownership and engagement, making the brand message stickier and more impactful.
3. A Testament to Brand Confidence
Swapping out a logo is not a move every company can afford to make. Tesco’s campaign demonstrates its status as an iconic brand with a well-established identity. Its blue chevrons, in use since 1989, are so ingrained in the public consciousness that the brand can experiment without risking recognition.
Felipe Serradourada Guimaraes, BBH’s deputy executive creative director, highlights this point: “You need to have icon status to play with your logo with such confidence. Tesco is one of the most iconic brands out there, and they were willing to throw away the rule book.”
4. Building Distinctiveness
In a world saturated with explicit advertising, Tesco’s minimalist approach cuts through the noise. By daring to “do less,” the brand invites audiences to lean in and engage, creating a campaign that is both distinctive and memorable. The use of fresh produce further reinforces Tesco’s association with quality and freshness, adding another layer to the campaign’s appeal.
The Debate Around Tesco’s New Billboards
Like any bold move, the Icons campaign has sparked debate. Some marketers, like Abigail Beeby, argue that the campaign lacks immediacy. “I’m all for losing the logo,” Beeby said on LinkedIn, “but I just want more.”
Others, like Charlotte Kay, see the campaign as a triumph. “If a brand can take a section off their logo and viewers can still identify who they are, that speaks volumes about their iconic and strong branding,” she remarked.
Despite mixed reviews, the campaign has achieved what every great marketing effort aims for: sparking conversation and driving engagement. Research from Distinctive BAT reveals that Tesco’s unorthodox approach is outperforming competitors in recognition and attribution, proving that risks can pay off.
A Risk Worth Taking
Tesco’s Icons campaign underscores the importance of brand equity in advertising. This kind of bold, abstract strategy only works for brands with decades of consistent branding. Tesco’s blue chevrons have been cemented in the public’s mind for over 30 years, giving the company the freedom to experiment without losing recognition.
Not every brand can afford to play with its codes in this way. For newer or less established brands, consistency is key before venturing into abstraction. But for Tesco, the campaign is a perfect blend of creativity, strategy, and consumer psychology.
What Marketers Can Learn
Tesco’s campaign offers valuable lessons for marketers everywhere:
- Invest in Brand Equity: Consistency builds trust and recognition over time, giving brands the freedom to experiment later.
- Engage Through Psychology: Using principles like the Zeigarnik and Generation Effects can make campaigns more memorable and impactful.
- Embrace Distinctiveness: In a crowded market, daring to be different can set your brand apart and drive engagement.
- Balance Creativity with Clarity: While bold moves are exciting, they should always tie back to the brand’s core identity and message.
A Lasting Impression
Tesco’s Icons campaign is more than just a series of clever billboards. It’s a demonstration of how bold creativity, backed by strong branding and psychological insights, can redefine modern advertising. By leaving their iconic logo behind and trusting their audience to fill in the blanks, Tesco has created a campaign that is not only memorable but also deeply engaging.
As the campaign runs until November 10th, it will be fascinating to see how audiences continue to respond—and how Tesco’s innovative approach influences future advertising trends.
