Tesco’s simple positioning for Jack’s aims to attract price conscious consumers but it must be backed by quality

When Tesco unveiled its first Jack’s discount store yesterday (19 September) one thing chief executive Dave Lewis made very clear was that Jack’s is part of the Tesco family, which is evident through it’s blue and red branding and its slogan.
Another thing Lewis was eager to emphasise is Jack’s strong emphasis on “Britishness”. Advertising in-store and on pack will highlight that eight out of 10 products available in Jack’s are grown, reared o