UNIVEG Katope UK

New advertising campaign for Tesco

15th July 2010

Premium lines are back, though the focus on value still remains. Tesco launches a new advertising campaign to highlight its current range of products.

Tesco has recently launched a new advertising campaign placing focus on the quality, provenance and value of its private label ranges. The campaign, which first appeared in the press on 5th July, features a select number of Tesco's private label products including strawberries, Tesco Finest beef and cherries.

The adverts are specifically highlighting the quality and sourcing of some of its private label ranges. Its ad for strawberries states: "Our British strawberries go from farm to store in 48 hours". The beef ad says: "Our Finest beef is specifically selected by expert butchers", and the retailer's ad for cherries includes: "We've specially selected this season's loose cherries to be our biggest and sweetest". Also included in the recent ads is the retailer's strapline: "Every little helps", reinforcing its value message.

Tesco has recently stated that its quality agenda will remain an important factor for its shoppers, particularly as the effect of the downturn eases. The retailer has recently invested in its fresh food offer by implementing a 'wide-ranging change programme'. This initiative includes introducing new technical standards for its food ranges, training specialist staff, such as its butcher, and developing closer working relationships with its suppliers. Additionally, Tesco has made 'significant' changes to the way it merchandises some of its key products.

For instance, during 2009 Tesco reduced evening gaps in its fresh food store delivery by 18%, by developing more efficient ordering systems, introducing better in-store monitoring processes and changing the way it stores its stock.

These latest adverts are also timely given the recent consumer trend towards trading up. The latest 12 week sales growth and market share figures from Kantar Worldpanel for the period to 13 June 2010 highlight an ongoing trend among consumers favouring premium purchasing.


Source: IGD

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