City Trailers will use smaller vehicles, 8-10m in size, which have been brought into the distribution network by Tesco to make deliveries specifically to its Metro and Express stores.
Tesco’s fleet media agency Agripa is adding 40 new City Trailers that will initially operate in London only, within the M25.
Agripa currently markets posters on full-size 13m trailers on the Tesco fleet nationwide (The Grocer, November 6, p9).
Manufacturers including Diageo, Unilever and Coors are also now testing Agripa’s system on their lorries.
Agripa sales and marketing director Roseanne Grant said: “Demand for London coverage has increased and this new option allows Agripa and Tesco to accommodate advertisers who want to focus on London and the M25 area.”
The first City Trailer campaign has been bought by Ubisoft, one of the world’s largest video games publishers, to promote the launch of Prince of Persia II. The campaign breaks shortly and runs until mid-January.