Tesco has jettisoned ad agency Wieden+Kennedy as part of efforts to turn around the business, naming BBH as its replacement.

Corporate communications Blue Rubicon has also been brought on board to help it improve its reputation.

Chief executive Dave Lewis said: “We are assembling a small team of world class advisers to work on the turnaround of our reputation and brand.

“BBH is an outstanding creative agency with an exceptional track record. It will focus on advertising and customer relationship marketing led by CEO, Neil Munn.

“Blue Rubicon is a proven adviser to boards around the world on corporate and brand turnarounds. It will lead on reputation strategy, positioning and reputation campaigning headed by founder Fraser Hardie.

“Both businesses will play a central role as Tesco reconnects with customers and rebuilds trust in the brand in the coming years.”

Wieden+Kennedy was appointed by Tesco in 2012 and was responsibile for the retailer’s Love Every Mouthful campaign.

BBH said that due to conflict rules around the appointment, it will no longer be able to work with Waitrose. Waitrose marketing director Rupert Thomas said: “BBH has done a wonderful job for us and we wish them well for the future.  We’re now going to take some time to think creatively about our approach.”

Brunswick Group remains financial PR to Tesco.