“Every little helps” with Tesco Private Brand

English retailer Tesco‘s advertising will dramatically shifted its advertising strategy yesterday and use the quality of its Private Brands as the star of its latest advertising campaign. The retailer will build the creative in support of its current tagline “Every Little Helps.” The integrated campaign will include in-store, online, press and outdoor and will highlight the quality, origin and freshness of Tesco’s Private Brands.

According to an article on thegrocer.co.uk the campaign will boasts that Tesco has among other things, removed artificial colors from all Private Brand products and its strawberries are 100% British.

According to the article: “Quality remains important to customers even in tough times but as we emerge from recession it will be even more significant,” said UK marketing director Carolyn Bradley.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.