Tesco: Icons - The Clios

Shortlist Award

Icons

Tesco

United Kingdom

2026

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Tangerine...

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Tuna...

Tofu...

Thyme...

Entrant Company

BBH

Entry Type

Product/Service

Program

Clio Awards 2026

Medium Type

Professional

Medium

Out of Home

Category

Billboard

Tesco is an iconic supermarket, with an instantly recognisable logo - but despite its iconicity, the brand wasn’t front of mind when customers thought of high quality food. The brand faced a challenge - how could it shift customer’s perceptions, and make sure that in the eyes of the nation, Tesco truly stood for quality food? The creative solution was then clear. To make Tesco stand for quality food, we’d literally make quality food stand for Tesco, making the brand synonymous with freshness and quality.

All 2026 Winners

Executions

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