Tesco ups Price Drop marketing

Tesco is ramping up marketing around its Big Price Drop price cutting initiative to raise awareness that consumers can choose which products will be reduced in price.

Tesco Price Drop

The supermarket has launched a print advertising campaign dubbed “The New Price Drop” as it nears the third phase of the ongoing campaign, in a bid to deepen engagement with the initiative.

The campaign directs customers to its Facebook page where they can vote on which products they want to see added to Price Drop in their local stores.

Tesco will use consumer votes to decide which products to cut prices on.

The supermarket’s Facebook page states: “If you vote today, you can also help shape the next one. Just tell us where you’re from and click on the product you’d like to add to the list. What are you waiting for? Your county (and country) needs you!”

A Tesco spokesperson says: “Big Price Drop launched last year and is proving very popular with customers who tell us they want to see more of it in their local stores. So, we are cutting another 450 lines of those products families need to buy each week. Tesco is determined to do all we can to help our customers cut their shopping bill in these tough times.”

Tesco’s marketing has been criticised in recent months since the UK’s largest supermarket reported “disappointing” performance over the Christmas period and Group CEO Philip Clarke admitted that it must improve its shopping experience to revive performance.

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