Tesco reaches icon status by removing brand name

Sex sells.

But so does a good-looking croissant.

Because we're all entranced by what we desire, but what we desire usually changes from person to person.

Maybe you want a sports car or an expensive pair of shoes.

For me, it's a specific jar of supplements. But I'm weird like that.

Yet there seems to be one thing we all desire. It's a thing we all crave between the hours of 4-8pm:

Ingredients for dinner.

And Tesco has taken advantage of this in their ICONS campaign.

Yep, Tesco has given some true icons (nice pieces of produce) the reverence they've always deserved in their new out-of-home advertisements.

How, you ask?

By presenting high-quality photos of these foods against a white background, with a blue line beneath each item.

Highlights for me include a lightly seared steak, a bright green bunch of spring onions, and a lightly peppered fillet of salmon.

And there's only one small line of copy accompanying these foods. A simple 'Every Little Helps'—which I was truly confused by until I learned it's been Tesco's slogan since 1993. Beloved and well-known throughout the UK.

(This research also led me to this truly genius advertisement. Worth a watch if you feel like diving into Tesco's marketing past.)

But there's something missing—where's the branding?

There isn't any. Well, nothing explicit.

There are the 5 foods in each advertisement, sitting atop 5 blue lines...

The hint being: what has five letters and is synonymous with groceries?

Tesco!

Plus, the official Tesco logo still has these five blue lines, sitting right under their red name. So Tesco has removed their lettering and replaced it with large images of yummy-looking food...

But what's the point?

Well, by removing the logo, Tesco has created an interactive advertisement. They're playing with the rules of advertising—bending them, even.

This will confuse people. Prompt them to wonder what it's all about.

And, as the deputy executive creative director of BBH London (the advertising agency behind the campaign) said himself:

'You need to have icon status to be able to play with your logo with such confidence.'

So... not only are these gorgeous foods, objects of my desire, icons—but Tesco is, too!

And they're proving it by showing how, even after they remove the Tesco name, people know who's behind this gorgeous food imagery.

Clever, clever.

Although I have to question whether everybody will get it.

I mean, let's be clear.

I'm a 25-year-old New Zealander who's not overly familiar with the Tesco brand. And I haven't been to the UK for over 5 years.

If I wanted anything from Tesco, I'd have to travel for over 30+ hours or ask one of my dear friends in London to ship something over for me. So I'm likely not their target market.

I certainly didn't get the advertisement right away. Nor did I ponder. It popped up on my FYP (X newsfeed), and I thought—lovely food photography!—then I moved on.

Which begs me to ask, was removing the Tesco brand a good move?

The imagery itself is captivating, the advertisement is no-doubt attention-grabbing, and that's probably enough!

They could've still added in a sweet, smallish Tesco logo. I'm sure the campaign would still have captured the interest of the passing public, and it would make sure everyone knows what's going on.

Nonetheless, this is a highly impactful campaign that makes me hungry.

So, what can we marketers learn here?

What the ICONS campaign does so well is use the power of good photography to create an impactful, desire-inducing advertisement.

As stated by The British Academy of Photography, if you can create a photograph conjuring the mental image of a 'happier life, better home, or a fond memory, rather than just showcasing the product, the customer will form an emotional link and be far more likely to make a purchase.'

Which is exactly what Tesco has done.

Something about these picture-perfect, kind of squeaky-clean foods—all lined up—creates an image of having a better home. A better dinner. A better life.

To me, it feels like if I could just have 5 ingredients from Tesco, maybe that would mean my life is together?

They've turned everyday essential items into something desirable.

The key marketing lesson to come from this campaign? Focus on the photography you're using in your ads—particularly when it comes to OOH.

Because a good photograph alone can sell your product. Sometimes, nothing else but your brand is needed.

Or, in the case of Tesco, you can remove the branding altogether and have a go at proving your icon status.

The choice is yours—or, you know, your strategy team's.

-Maggie, Copywriter