It's pink. It's pimped. And it's primed. Tesco has unleashed its latest weapon to win over Leeds locals with its plans for a new store - a lovemobile complete with Big Brother-style diary room.

The retailer has hit the road in the VW camper van to encourage students and members of working men's clubs to support a proposed store near the Leeds suburbs of Middleton and Belle Isle.

Video clips from the Diary Room will be posted on, which has been set up by Tesco to put forward its case to the public and council planning department. The website also has a section inviting comments from local residents on the plans.

"We want to reach as many people as possible from across the whole community and are hoping that by using the van we will be able to engage groups that are often hard to reach, including young people," said Tesco corporate affairs manager Deborah Hayeems.

Middleton and Belle Isle, on the south side of Leeds, are considered in need of regeneration but are not home to any major retailers, although Tesco has nine stores in the surrounding area. Tesco recently put its case at an exhibition in Middleton.