Tesco has put its ‘Every little helps’ strapline under review, it is understood.

Marketing reported sources close to the pitch process for Tesco’s £110m advertising account have said Tesco is seeking advice over its 20-year-old strapline.

Sources have questioned whether Tesco can “live up” to the strapline which promises customers the grocer will take lots of small measures to help shoppers, and that Tesco is considering “dropping it”.

Tesco chief executive Philip Clarke put the account up for review in April after admitting its brand image did not engage customers.

Clarke and Tesco’s deputy chief executive and chief marketing officer Tim Mason, who was involved in the strapline’s creation, are expected to attend the final ad-agency pitches at the end of July and make the decision on whether to keep the strapline.

Tesco said in April that it would not be creating a new strapline as part of the review of its communications.

A Tesco woman said: “The brief is not to create a new end line. We believe that Every Little Helps reflects much that we hold dear.”