Tesco’s pyrrhic victory over Levi’s

The Diary has found that some people just can’t help rubbing it in. Fresh from its apparent legal victory over Levi Strauss, Tesco is still shouting about its cut-price jeans offer to customers.

The buoyant retail giant claimed victory earlier this month, saying an EU ruling effectively allowed it to continue importing and selling jeans at knockdown prices.

Now there is no escape from Tesco schadenfreude for its captive audience of shoppers. The store’s tannoy system is now blaring out non-stop ads for Levi’s jeans.

There is such a thing as overkill. The Diary feels that maybe it’s time those crowing Tesco bosses zipped up.

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