Tesco hires Blue Rubicon as it targets reputation turnaround

Tesco, the embattled supermarket chain which yesterday revealed ambitious revival plans, has hired Blue Rubicon to advise on achieving a 'reputation turnaround'.

Tesco has earmarked some of its unprofitable stores for closure
Tesco has earmarked some of its unprofitable stores for closure

Corporate communications specialist Blue Rubicon declined to comment, but is understood to have ended its long-term relationship with Tesco’s rival Sainsbury’s late last year. This week it emerged that Sainsbury’s was looking for fresh PR consultancy support.

Blue Rubicon’s appointment to a major corporate comms brief for the UK’s biggest supermarket group comes as no surprise. Tesco CEO Dave Lewis, who joined from Unilever last year, yesterday announced a major relaunch with the decision to close many of its large out-of-town stores to concentrate on more profitable smaller local outlets.

Lewis was formerly a senior marketer at Unilever, which employs Blue Rubicon as a PR consultancy.

Lewis is understood to be reviewing all of Tesco’s consultancy relationships as part of his turnaround plan, which may also put advertising agency Wieden & Kennedy on alert.

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