Tesco CEO acknowledges its brand must push responsibility ‘even further’

Tesco is aiming to become a brand that is “more purpose driven” after the launch of its first press and social campaign talking about a commitment to tackling food waste.
The campaign focuses on Tesco’s primary goal that no food safe for human consumption will go to waste within its UK operations by the end of 2017. Although Tesco has been on a journey to combat food waste since 2009, the campaign marks a bold step change for the supermarket’s marketing, which is typical