Tesco Film CHEERFUL SOLE by MullenLowe London

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CHEERFUL SOLE

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Industry Supermarkets
Media Film
Market United Kingdom
Agency MullenLowe London
Released January 1995

Awards

Cannes Lions 1995
Film - Gold

Credits & Description

"As Tesco has changed its image, it was helped enormously by the advertising agency"

(Lord MacLaurin)

Think back to 1990. Tesco still suffered from its unappealing "pile it high, sell it cheap" reputation. Incredulity would have greeted the suggestion that people might buy gourmet food from Tesco or trust it with their savings. From a company with flagging credibility, Tesco is now one of the nation's most trusted brands.

Advertising has been a consistent but relatively minor component of Tesco's total investment. Yet, through its instrumental role in transforming Tesco's brand image, it had contributed an extra £130m to Tesco's bottom line.
Title "Cheerful Sole"
Agency Lowe London
City London
Production Company: Weilands
Advertiser Tesco
Brand Name Tesco
Product Name Supermarkets
Business Sector Department Stores, Supermarkets
Date of First Publication 5/15/1995
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television
Length 60 seconds
Tagline Tesco. Every little helps.
Creative Director Paul Weinberger
Art Director Charles Inge
Copywriter Phil Dearman
Actor / Celebrity Prunella Scales, Jane Horrocks