The retailer is thought to be spending £3.3m on press and outdoor advertising for the loss making grocery chain pushing the message that its simple grocery proposition makes it well placed to save shoppers money.
Fresh and Easy operates 125 stores in West Coast USA, mainly in California, Nevada and Arizona. When the chain opened, it aimed to take on Wal-mart with smaller neighbourhood stores, selling fresh products but has struggled to take hold in the region.
The marketing push is thought to be a signal that Tesco is ramping up its expansion of the chain after scaling back its plans amid the economic downturn.
Tesco is due to post interim results tomorrow (6 October) and is expected to report a slowdown of like-for-like sales growth.
The company’s statement is also expected to comment on the progress of its US operations and its Double Points loyalty initiative introduced in August.