The retailer has started offering over 60s double Clubcard points if they shop at selected stores on Tuesdays.
At others, it is wooing older shoppers with free tea and coffee at the in-store café.
The two initiatives have been kicked off at eight stores apiece nationwide, and are being supported with local press ads.
An advertisement for Tesco’s Catford store in south east London explains that it is offering double Clubcard points to the over 60s because it is “one of our quieter days”.
Some products such as tobacco and prescription medicines are excluded from the offer.
A spokeswoman said: “We are confident this will be a success and something customers will really appreciate.”
The success of the Federation of Wholesale Distributors’ My Shop is Your Shop consumer PR campaign was recognised at its annual awards when chair Rodney Hunt (left) presented the gold medal for special services to the industry to Alan Twigg of Nexus Communications who turned the idea of MSIYS into reality.