Adverts for Tesco’s new Everyday Value range have aired for the first time.
The low-cost brand, which replaced the scrapped Tesco Value range, is now in stores in its entirety.
Tesco said the new campaign championed the important role everyday food plays in the daily lives of families across Britain.
The first ad sings the praise of the frozen fish finger, a “loyal frozen friend”. The second tells the story of the humble misshapen potato, and how it becomes an ‘Everyday’ hero when transformed into various delicious dishes. The campaign also highlights the improvement in quality to the new range, such as 100 per cent fish fillet in the new Everyday Value fish fingers.
“We want our customers to feel that they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference,” said David Wood, Tesco’s UK marketing director.
The TV ad is support by a broader marketing campaign including print and poster ads, editorial partnerships with women’s magazines and targeted digital activity profiling new recipes that use Everyday Value products.
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