Tesco to revive 'Every Little Helps' TV ad sign-off

Tesco will mark its return to TV advertising this weekend with a major new campaign focusing on helping customers, starring 'Nessa' from Gavin and Stacey.

The campaign also aims to re-establish Tesco’s famous ‘Every Little Helps’ sign-off by putting the 'many different ways' it helps customers at the heart of its advertising.

The first two adverts, which will hit TV screens for the first time on Sunday night (18 October), will follow a new Tesco family as they go about their regular shop.

Ruth Jones, who starred as Nessa in hit comedy series Gavin and Stacey, will play Jo, the mother, while star of The Armstrong and Miller Show, Ben Miller will play the father, Roger. Up-and-coming actor, Will Close, will play their son, Freddie.

The campaign launch is timed to follow the improvements Tesco has put in place over the last year to help make the shopping trip easier for customers, including improvements in customer service, availability and lowering the prices on many of the everyday, own label and branded products customers rely on.

The first of the two adverts will focus on Tesco’s recently-launched Brand Guarantee; which the retailer is touting as the UK’s first price comparison scheme to offer an immediate price match at the till.

The second advert will re-commit Tesco to its ‘one-in-front’ customer promise, whereby Tesco aims to open a new checkout for customers if more than one customer is queuing in front of them.

Michelle McEttrick, group brand director at Tesco, said:“For the last year we’ve been putting customers right back at the heart of everything we do, from improvements in customer service, to launching our new Brand Guarantee. So this new campaign presented us with the ideal opportunity to showcase some of those ‘little helps’ we aim to provide customers with each day.

“Tesco has always been at its best when putting customers first and we hope the new campaign demonstrates our efforts to serve customers a little better every day. We’re really excited to hear what our customers and colleagues think of the new campaign.”

The adverts were filmed in Tesco’s newest store in Newmarket. The campaign represents the first major TV advertising campaign by Tesco’s creative agency BBH.