What’s in a Slogan?

Everything - If it’s done right. A slogan is a brand’s elevator pitch, delivered to the customers in five or less words. It is the verbal handshake that says “trust me, I’ve got your back.” It’s the difference between “meh” and “must-have.”

Whether you're shaking hads with luxury, value, or wit, a good slogan doesn’t sell you just a product — it sells a promise, a personality, and a point of view. Strip away the fluff, and what’s left is the soul of the brand, dressed in its Sunday best. Or so it should be.

5 Retail Slogans Everyone Knows

"Every Little Helps" - whether in its original, English form, or any of its international translations - will be ringing in your ears whether you're speaking to your neighbour, or an assistant at your local cafe.

From London to across Europe, it's Tesco's way of saying: we're not just selling groceries, we're selling a little bit of help, a little bit of care, and a whole lot of brand loyalty.

"Live Well for Less" is an invisible poke of encouragement to all of us who don't want to spend a fortune on food, whether for financial reasons or our ethical beliefs.

The Promise Behind the Price: UK Retailers Decoded

Five of the UK’s most recognised retailers – John Lewis, Asda, Tesco, Sainsbury’s and M&S – all leverage memorable slogans. The lines shouldn't offer just empty words; they carrt entire brand strategies. Let me try to offer a detailed analysisof their feasibility, effectiveness, and risks.
Retailer Notable Slogan(s) Era/Usage
John Lewis “Never Knowingly Undersold”
“For All Life’s Moments”		 1925–2022, revived 2024/25
2022–present
ASDA “Save Money. Live Better”
“Get the ASDA Price Feeling”		 2015–2021
2021–2023
Tesco “Every Little Helps” 1993–present
Sainsbury’s “Live Well for Less”
“Helping Everyone Eat Better”		 2011–2021
2021–present
M&S “Spend It Well”
“Quality worth every penny”
“Magic & Sparkle”		 Recent
2009
2002

John Lewis — Everyday Price Promise with a Catch (Me If You Can)

JLP Slogan: Never Knowingly Undersold

Core promise: JLP returned with their “Never Knowingly Undersold” modern price-match (incl. online), alongside the broader brand idea — “For All Life’s Moments.”[1][2][3][4][5]

  • Feasibility: The updated policy defines a set of 25 major competitors and a 7-day claim window, making exposure manageable while signalling value parity on branded goods.[1]
  • Likely success: Strong fit with JL’s heritage of quality and service; the price-match adds value reassurance while “moments” expands usage beyond big life events. [3][4][5]
  • Risks: Responsibility for finding a lower price lies with the customer; margin squeeze during heavy promo periods; there's a potential for confusion if exclusions (e.g., marketplace sellers, loyalty pricing) aren’t explained clearly.[1][2]

💡 Prominent “Matched Price” badges online/in-store; clear FAQs on what is (isn't) included; emails following a purchase that highlight checks against 25 retailers.

ASDA — Owning Value

ASDA superstore

Core promise: ASDA’s brand messaging moved from Walmart’s generic price/value language, to its own unique and memorable “ASDA Price” branding, and now in 2025, it has revived its most famous and distinctive version, “That’s Asda Price.”[6][7][20][21]

  • Feasibility: ASDA’s large scale and Rollback deals make long-term low prices possible, while its iconic ‘pocket tap’ gesture is a simple, consistent symbol that reinforces the message.[20][21]
  • Likely success: ASDA’s distinctive branding – especially its famous slogans and gestures – gives it a clear edge in the crowded battle over price messaging.
  • Risks: Heavy focus on value can make shoppers question quality and constant price wars can decrease margins.

💡 In-app “price theatre” (live Rollbacks, pocket-tap icons); quality proofs in fresh/bakery to balance the value story.

Tesco — Helpfulness as a System

Tesco supermarket

Core promise: “Every Little Helps” blends price, service, and loyalty into a durable brand philosophy which has worked for the retailer since 1993.[8][9][10]

  • Feasibility: Through their Clubcard prices, Tesco offers their customers everyday savings, as well as pcolleague service, sustainability, and community initiatives.[9]
  • Likely success: The phrase has been part of Tesco's flagship for over 20 years, thus proving itself in terms of customer experience; it became a distinctive proof of a great customer service.[8][10]
  • Risks: Without visible proofs, the slogan can sound rather generic; therefore it should be paired with e.g., receipt savings, queue-time reductions.

💡 Keep showing concrete “little helps” on receipts and in the app (savings, substitutions done right, food-waste reductions).

Sainsbury’s — From Price-Led to Purpose-Led

Sainsbury’s store with Argos

Core promise: Evolved from "Live Well for Less" to “Helping Everyone Eat Better,” which signalls healthier, sustainable, and affordable choices for all.[11][12][13]

  • Feasibility: Sainsbury’s backs its message with product reformulation, recipe inspiration, and personalised Nectar offers – all credible ways to encourage healthier shopping baskets.[13]
  • Likely success: The retailer can stand apart from price-driven rivals if it proves its food delivers on both taste and value at the shelf.
  • Risks: If "better for you" products come across as more expensive or less tasty, the purpose-driven message can backfire, especially during the times of a cost-of-living squeeze.

💡 Sainsbury’s cleverly uses price-matched "smart swaps" in-store, shoppable recipes, and tailored Nectar offers to make healthier choices more appealing and affordable.

M&S — Indulgence, Balanced with Value

Marks and Spencer Warehouse

Core promise: "Spend It Well" reframed premium as intentional value; long-running “Magic & Sparkle” fuels seasonal appetite; “Quality worth every penny” reinforces value-for-quality credentials.[14][15][16][17][18][19]

  • Feasibility: M&S leverages its own-label expertise and product craftsmanship to justify premium claims, while dine-in bundles help address any concerns about value.
  • Likely success: The Comany's 'distinctive branding and iconic voiceovers make the message memorable, particularly during seasonal campaigns.
  • Risks: During economic downturns, affordability matters—M&S needs clear entry price points and visible proof of quality to reassure shoppers that that's exactly what they offer.

💡 Side-by-side taste challenges vs. takeaway/restaurant; clear tiering (good-better-best) and shoppable chef content.

Slogans Compared

Retailer What the Slogan Promises Where It Wins Main Watch-out
John Lewis Trusted price match on brands and service High-consideration branded categories Policy exclusions & margin exposure
ASDA Outright low prices (price theatre) Weekly shop; Rollbacks; convenience Quality perception drag; price wars
Tesco Helpful value & small wins everywhere Loyalty ecosystem; everyday missions Generic if not proven constantly
Sainsbury’s Healthier, sustainable eating for all Family health & recipe-led discovery Price/taste parity vs. indulgent rivals
M&S Premium taste, crafted quality Seasonal peaks; treat & hosting Affordability perceptions

Sources

  1. John Lewis Price Promise (25 competitors; 7-day claim). johnlewis.com
  2. John Lewis brings back “Never Knowingly Undersold” (2024). The Guardian
  3. Reintroduction details and scope. Reuters
  4. “For All Life’s Moments” brand platform. johnlewis.com
  5. Context on shift to “moments” (2022). The Guardian
  6. ASDA’s mission aligning to “Live Better” (Walmart-era usage). ASDA ESG Report 2021
  7. ASDA slogan eras (“Save Money. Live Better”; “Get the ASDA Price Feeling”). Logopedia
  8. Tesco has used “Every Little Helps” since 1993. WordHistories
  9. Tesco reiteration of motto and scope. tesco.com
  10. “22-year-old slogan” reference (2015). Reuters
  11. Sainsbury’s “Live Well for Less” (2011 launch). ABC Copywriting
  12. Shift to “Helping Everyone Eat Better” (2021). Marketing Week  |  The Grocer
  13. Sainsbury’s corporate announcement (2021). about.sainsburys.co.uk
  14. M&S launches “Spend It Well” (2017). Marketing Week
  15. M&S press release: “Spend It Well”. corporate.marksandspencer.com
  16. “Quality worth every penny.” Retail Week
  17. M&S Annual Review 2009 reference. M&S Annual Review 2009
  18. M&S archive: “Magic & Sparkle” origins. M&S Archive
  19. Revival of “Magic & Sparkle” (later years). Marketing Week
  20. ASDA 2025 revival of “That’s Asda Price” (corp). Asda Newsroom
  21. ASDA 2025 revival (trade coverage). Grocery Gazette