Tesco launching marketing campaign in support of its new Everyday Value private-label brand

LONDON , May 3, 2012 (press release) – Tesco is launching its Everyday Value marketing campaign to support its new low-cost brand, as the remaining grocery products in the range reach shelves this week.

The first 40” TV ad makes its debut on Wednesday 2 May during ITV’s British Soap Awards and a second creative will air on Channel 4 later that evening. The new campaign champions the important role Everyday food plays in the daily lives of families across Britain.

The first ad sings the praise of the dependable Everyday frozen fish finger, a “loyal frozen friend” and reassuring sight when the cupboards are bare. The second creative tells the story of the humble misshapen potato, and how it becomes an Everyday hero when transformed into various delicious and heart-warming dishes. The campaign also highlights the important quality improvements to the new range, such as 100% fish fillet in the new Everyday Value fish fingers.

David Wood, Tesco UK Marketing Director, said; “This campaign demonstrates that Everyday Value products can be part of everyone’s basket, whatever their budget, alongside the other Tesco ranges. It reassures customers that Everyday Value can balance the cost of their shopping and they can still enjoy great quality, at a great price.

“And that’s at the heart of the reason for this change. We want our customers to feel that they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference.”

The TV ad is support by a broader marketing campaign including print and poster ads, editorial partnerships with women’s magazines and targeted digital activity profiling new recipes that use Everyday Value products.

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