Tesco poaches Waitrose ad agency Bartle Bogle Hegarty to aid turnaround

Caitlin Morrison
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BBH created Waitrose’s Christmas 2014 TV ad campaign
Advertising agency Bartle Bogle Hegarty (BBH) has quit working with Waitrose and moved across to help Tesco rebuild consumer trust in its brand.

The supermarket’s chief executive Dave Lewis also confirmed the appointment of consultancy firm Blue Rubicon. “We are assembling a small team of world class advisers to work on the turnaround of our reputation and brand. BBH is an outstanding creative agency with an exceptional track record,” he said.

As a result of the changes, Tesco will no longer work with ad company Wieden+Kennedy, which had been its lead creative and strategic agency since 2012.

BBH, which has created campaigns for brands such as Lynx and Surf, is to focus on Tesco’s advertising and customer relationship marketing, and the project will by led by the firm’s chief executive, Neil Munn. Blue Rubicon, under founder Fraser Hardie, will work on the supermarket’s reputation strategy, position and campaigning.

Lewis continued: “Both businesses will play a central role as Tesco reconnects with customers and rebuilds trust in the brand.”

Meanwhile, Waitrose marketing director Rupert Thomas said BBH had done a “wonderful job” for the firm and added: “We’re now going to take some time to think creatively about our approach.”

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