Tesco's new 'quality' campaign by BBH London redesigns its logo with fresh food

In the fiercely competitive world of weekly shopping, standing out is no easy feat. Tesco's latest campaign, crafted by BBH London, rises to the challenge by embracing simplicity and prioritising quality over quantity.

The campaign, named ICONS, aims to position Tesco as a reliable source of quality food. Rather than leaning on the supermarket's iconic logo, BBH replaced each letter of 'TESCO' with images of fresh produce, turning 'T', 'E', 'S', 'C', and 'O' into visual representations of the quality products the store offers.

Conventional wisdom suggests you should never tamper with a well-established logo. However, BBH recognised that even stripped back to just its blue chevrons, Tesco's identity remains unmistakable. By playfully reimagining the logo, the agency tapped into the brand's confident and bold spirit, creating something truly unique.

Aimed at food lovers everywhere, the campaign features stunning photography by Will Cooper, who captured each piece of produce with "the same love and attention to detail that Tesco pays to sourcing it". The result is a set of eye-catching posters that offer a fun puzzle for shoppers to solve while letting the quality of the food speak for itself.

"We know quality is so important to our customers, regardless of whether they are treating themselves to a 'finest' steak or preparing a quick and economical stir fry," says Murray Bisschop from Tesco. "We wanted a campaign that heroes the quality of our products in a clever and beautiful way and we love how the campaign has turned out. I hope people will have fun guessing the letters and might even find some inspiration for their next meal, too!"

Speaking of the campaign, Felipe Serradourada Guimaraes, deputy executive creative director at BBH, said: "You need to have icon status to be able to play with your logo with such confidence. We at BBH are lucky enough to have one of the most iconic brands out there, Tesco, and to work with a team which is willing to throw away the rule book which dictates how it's used."

The campaign broke on Monday and will run OOH across the UK until 10 November.