How Tesco used insight to guide the strategy and execution of a new entry tier range

Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.

Campaign details

Brand: Tesco Agency: 2CV Research Country: UK

Synopsis

The business issue

In the early 2010's Lidl and Aldi disrupted the value market, injecting quality cues and messaging to build trust, coupled with an enticing price proposition. Custom

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