As John Lewis reports a rise in visits following the reintroduction of ‘Never Knowingly Undersold’, we can see the power of a strong retail slogan. We asked some of retail’s best marketers for their favourite retail slogan and why it works
Love them or hate them; when attached to well-known brands retail slogans are both memorable marketing tactics and annoying jingles.
The slogans are used to catch shoppers’ attention and increase sales, with taglines often promising good prices, experience and reliability. An incredible 90% of the adult population associate the catchphrase ‘you can do it’ with B&Q, a strong rival to the ‘finger lickin’ good’ fast-food favourite, KFC.
And then there is, of course, John Lewis’ nearly 100-year-old ‘Never Knowingly Undersold’, the reintroduction of which means John Lewis will now match prices in store and online with 25 retailers, including Marks & Spencer.
The price pledge was replaced in 2022 by a controversial new slogan, ‘for all life’s moments’, in the hope of creating a stronger, more emotional bond with customers. However, within just one week of reintroducing the old slogan, executive director Peter Ruis reported a spike of 55,000 more organic daily site visits, which he has attributed to the slogan.
But slogans are hard work; they can be polarising and hard to get right – they can also become a source of controversy if brands don’t live up to them.
According to The Liberty Guild founder and chief executive, Jon Williams, brands should “absolutely, 100% have a slogan.”
”It’s about positioning and it’s about value. It’s differentiation in the market. That’s why Tesco has been using ‘Every Little Helps’ for a very long time now, so people can understand that it delivers value in market when rising prices are a huge concern for so many.”
But what makes a slogan great? To find out, we asked retail marketers to tell us their favourite slogans past and present, and why they work.
Tesco: ‘Every little helps’
Cressida Holmes-Smith, chief executive at Lucky Generals
“This has to be my favourite. During my years on Tesco at BBH, it was a joy to work with. It encourages a customer-centric culture, and spans a breadth beyond purely price into the little things that improve the shopping experience.
“It has a sense of care and support. It’s of the everyday. It doesn’t over-promise. And like all the best slogans, it’s been parodied in culture and politics. And, it’s almost as old as me.”
Specsavers: ‘Should’ve gone to Specsavers’
Marco Bezerra, executive creative director at VML
“In retail, especially when you dabble in healthcare, humour can be a risky play. People tend to get a bit nervous when you mix chuckles with health, but Specsavers took the leap. The slogan became not just a tagline but part of everyday language.”
Bezarra says the IPA ranks it among the most successful slogans in British advertising history and that it is “embedded” in British culture.
The slogan’s negative tone and unusual tense is atypical for successful marketing standards but Bezarra attributes the slogan’s memorability to it being unexpected, quirky, and a bit cheeky.
Marks & Spencer: ‘This is not just food… this is M&S food’
Raquel Chicourel, chief strategy officer at TBWA\London
“When it comes to retailer’s slogans, one I truly love is M&S Food ‘This is not just food… this is M&S food’, aka M&S food porn. It’s true of the brand, straight, iconic and powerfully nostalgic just like John Lewis ‘Never Knowingly Undersold’.
“The whole nation loved and talked about it when the slogan was brought back in 2019/20. Some slogans can carry enormous emotional power and associations. In this case, ‘This is not just…’ brought back magic and familiarity in a post-Covid time, when we all really needed a dose of exactly that.
“I certainly won’t forget how Tom Hardy (and a lineup of famous British celebrities) left the nation dreaming of M&S sprouts and sticky toffee pudding (and more sprouts). The return of the line drove £111m revenue; grew profit ROI by 167% and sales of M&S sprouts went up by 25% in the toughest year ever for retail.
“For M&S ‘This is not just…’ is not just a slogan. It’s the brand’s identity and bond with the nation.
“So, does every retailer need a slogan? No. They need a slogan that is not just a slogan.”
John Lewis: ‘Never Knowingly Undersold’
Mark Wheeler, chief marketing officer at Storyblok
“I’ve always admired John Lewis’s slogan, ‘Never Knowingly Undersold’. It’s more than just a promise of low prices, it’s a statement of value and customer experience. The slogan conveyed a sense of trust and reliability that set John Lewis apart.
“While I understand why the company might have wanted to move away from a purely price-focused message, I believe it was a mistake. John Lewis offers a unique shopping experience, both in-store and online. The slogan was a powerful way to communicate that value. I’m pleased to see it return.”
Boots: ‘With you, for life’
Andy Stephen, director of monetisation UK at Criteo
“Boots’ slogan ‘With you, for life’ delivers emphatically on its intention. Beyond being a simple tagline, it’s a heartfelt promise that it’ll be there for us through all stages of life. It brings a sense of comfort and familiarity to us – and demonstrates its commitment to building long-lasting customer loyalty.
“It’s the perfect example of why retail slogans still matter today. They capture a retailer’s brand values and help us, as consumers, connect with them on a personal level. Plus, with so many choices out there, a memorable slogan can be a particularly effective way to attract and engage new audiences. For retailers like Boots with an existing loyal customer base, a strong slogan can also be used to reinforce that bond and deepen that relationship.
“A good slogan is more than a marketing tactic, but a chance to tell your story as a retailer and make a lasting impression.”
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