He logo of the British supermarket chain Tescomade up of the name and five blue stripes that underline it, is probably one of the most recognized in the United Kingdom. Taking advantage precisely of the knowledge that users have of this image, the company has temporarily transformed it to highlight the quality of its food offer.

It is about the outdoor advertising campaign “Icons”, designed by the creative agency BBH London and that the supermarket has activated this week. In it, Tesco has dismantled its visual identity and given prominence to fresh products, which in the creatives replace the letters of its name.

Thus, onions, peppers, salmon fillets, eggs, strawberries or tomatoes take the positions of the letters on the recognizable blue stripes that are part of the logo. The different graphics are made up of five foods and are accompanied by the already known brand slogan “Every little helps”. The pieces are supported by photographs by Will Power.

“We wanted a campaign that highlighted the quality of our products in a smart and beautiful way, and we love the result. I hope people have fun guessing the letters and even find some inspiration for their next meal”commented Murray Bisschop, Marketing Director of Tesco in the United Kingdom, according to Little Black Book.

The campaign breaks with one of the most basic rules of marketing, that of not altering the image of an established brand. However, BBH London considers that the recognition of Tesco’s visual identity and its iconic character They have allowed the brand to play with its asset with confidence.

The campaign was launched on Monday, October 21 and will be activated in different parts of the United Kingdom until November 10.