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Tesco is moving it’s marketing away from price-led adverts focussing on the fact that ‘every little helps’ to showing their passion for food.

Two great articles that talk about this, from Creative Review and Leo Thinks DesignThe change makes sense as they are not the cheapest supermarket anymore. The only problem as Patrick of CR points out is that there are a lot of other competitors that have a similar proposition.

“I suspect people choose Tesco overwhelmingly because of price, which is why its Every Little Helps line worked so well for so long. Now we are being asked to go there because Tesco is passionate about food - well, so are a lot of other retailers, big and small. And they have more claim to that territory than Tesco does.”

I’ve embedded above one of their latest ads, which is really quite nice, and certainly more emotive.