Tesco is poised to launch a new marketing campaign as part of chief executive Philip Clarke’s plans to reinvigorate its fresh food offer to turn around the UK business.
Retail Week can reveal the UK’s largest retailer will this weekend unveil a newspaper and TV campaign and introduce point-of-sale materials to support the campaign just months after the horse meat scandal damaged its food quality credentials.
It is understood the ads will focus on seasonal fresh food and everyday meals.
The campaign has been created by W+K, which was appointed as Tesco’s marketing agency last year to take on its £110m advertising account. It is understood work began on the campaign prior to the horse meat scandal.
The TV campaign will kick off on Sunday followed by the print campaign the following day.
It is thought Tesco is considering introducing a new look to its meat aisles including mirrors in its fridges and improved merchandising as part of the project.
Clarke has put fresh food at the heart of his plan to revive Tesco’s fortunes in the UK after issuing its first profit warning in 20 years last year.
He has brought in 8,000 extra full-time staff to improve service and brought in dedicated fresh food teams in store.