Tesco is embarking on its first major US advertising campaign for its Stateside chain, Fresh & Easy.
The campaign, thought to be worth £3.3 million, will look to turnaround the loss-making US venture through press advertising and using billboards.
Its main message is that its simple grocery proposition makes it well placed to save shoppers money.
Fresh & Easy has 125 stores in the US, mainly in California, Nevada and Arizona and has struggled in the region so far.
The Financial Times reported that the promotion shows signs the US economy is stabilising and may restart speculation that the company is preparing to begin expanding the US chain again.
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