Ocado and Tesco both go on the defensive with campaign launches

Ocado, the online grocery service, and Tesco have ramped up their spat over pricing with both launching campaigns defending their strategies.

Tesco fuelled the row over the weekend with a full-page press ad that refuted Ocado’s claims that it matches Tesco on price. It invited consumers to check on an independent price-comparison website, using the headline “Ocadon’t”.

Ocado responded today (March 17) with an e-mail campaign to its subscribers explaining that it continually checked its prices against Tesco and updated accordingly. The online service says that Tesco might change its prices “to suit their own ends” but that “no matter what they do” Ocado would keep on checking and matching Tesco’s prices.

The dispute began last week over an Ocado press advert that claimed it can match Tesco’s prices on “all household brands”. Tesco rubbished the claims, saying it is still cheaper on 2,500 products and that Ocado is up to 65% more expensive on some products.

Tesco asked Ocado to withdraw the ads and threatened to make a complaint to the ASA if it refused.

On Friday, Ocado said that it “remained committed” to its Price Match initiative, believing it to be in the best interests of consumers and criticised Tesco for its “aggression”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here