I have read and listened with interest to the debate around the Walkers and Tesco promotions criticised by Which?. The argument seems to revolve around whether or not consumers have been encouraged to spend and consume more, or merely to switch brands.
Surely both Walkers and Tesco can answer this with some simple market data. During the promotional period have their respective categories grown or have they simply increased their market share? If consumers have generated free books and computers purely by changing brands, then Which? cannot have any cause for complaint.
Kevin Lavery’s letter (MW December 13) originally read “However, without wishing to appear to [be] gloating”, not “However, wishing to gloat”. Apologies for the error.