Is marketing aiding the ‘resurgence’ of the big four supermarkets?

Despite analysts roundly predicting Christmas woes for each of the major supermarkets, Sainsbury’s, Tesco and Morrisons have all performed ahead of City expectations. But if the ‘big four’ are starting to turn the corner, is marketing really driving their resurgence?

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Tesco credits more ‘compelling’ brand for Christmas sales boost

Thomas Hobbs

Tesco’s chief executive Dave Lewis has hailed a “strong Christmas” as its UK sales rose 1.3% on a like-for-like basis in the six weeks ending 9 January. However Lewis blamed its decision to drop the “£5 off £40” marketing promotion for contributing to a sales fall of 1.5% in the third quarter.