Tesco readies advertising blitz for low cost own-brand range

Four months after rebranding its ‘Everyday Value’ own-brand range to ‘Exclusively at Tesco’, the retailer revealed plans for an advertising blitz as it looks to aggressively promote the low-cost offering to stave off competition from Aldi and Lidl.
The own-brand range was developed with the sole intention of rivalling the German discounters, with Tesco benchmarking the price and quality of the brand against the two.
Though Tesco is only 80% complete with the overhaul