Tesco pushes own label

Tesco is launching an advertising campaign championing its own label lines.

The supermarket is running a press, online, outdoor and digital campaign that focuses on the quality and provenance of its own ranges, from today (5 July),

The campaign will use Tesco’s “Every Little Helps” strapline.

Executions of the campaign feature Tesco’s own label products including bread and strawberries. On the ad for its strawberries, Tesco makes the claim that: “Our British strawberries go from farm to store in 48 hours.”

Last week the Advertising Standards Association banned Tesco’s press and TV ads that claim it is cheaper on more than a million basket. The ASA says the price comparison camapaign was “ambiguous” and “misleading”.

Earlier this month, Tesco revealed a solid set of results with sales up 3.8% in the three months to 30 May.

Like for like sales, which exclude new stores, were flat for the period and increased only 0.1%.

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