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


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. Customer expectations shifted: value became a savvy consumer choice, rather than a compromi

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