Tesco is to start blitzing shoppers with a series of key messages throughout this year as it segments the promotional calendar into themed activity.
Having started the year with an emphasis on quality and health, media director Jonathan Church said its campaigns had moved on to the next stage and were now firmly focused on price.
Although Tesco would not be drawn on the next phase, the price message is likely to build up to Easter, which has traditionally been a key price war trading period for all supermarkets.
February has marked the start of Tesco’s efforts to bombard shoppers with press ads across the newspapers, highlighting half-price deals from wine and soft drinks to chicken and fruit. The ads use the tagline, ‘If we’re cheap, you’re cheerful’.