Tesco brings value focus ‘to life’ as it takes on Aldi and Lidl

Tesco is shifting marketing focus to put the emphasis on value as it looks to take on Aldi and Lidl and their price and quality messaging with a communications push of its own.
That focus will see in-store communications start to promote its ‘Exclusively at Tesco’ range. This used to be known as Tesco Value but has been overhauled under CEO Dave Lewis and chief customer officer Alessandra Bellini, starting with the launch of the controversial Farm Brands but now including 16 brands