Tesco pushes ethical message as it looks to become a purpose-driven brand

Tesco is aiming to become a brand that is “purpose driven” with the launch of its first press campaign talking about its commitment to tackling food waste and goal that no food safe for human consumption will go to waste within its UK operations by the end of 2017.
The press campaign alludes to the Champions 12.3 report, a global survey of 700 companies – including Tesco – which shows for every $1 businesses invest in reducing food waste, they can save $14 in operating c