Tesco back on TV with new advertising push

Tesco will be back on UK TV screens this weekend, as the country's largest grocer looks to reconnect with its customers after a year of significant change at the business.

Looking to re-establish its "Every Little Helps" sign-off by highlighting a number of the in-store changes made to improve the shopping experience for customers, the supermarket has turned to two recognisable faces to market the brand. Gavin and Stacey star, Ruth Jones, and comedian Ben Miller will appear in the new campaign, which will raise the profile of recent price reductions and the price-matching Brand Guarantee which was launched earlier this week.

It comes in the wake of last year's profit scandal which saw Tesco admit that it had overstated its bottom line to the tune of £263 million and has since prompted an investigation by the Serious Fraud Office. The last 13 months have been something of a baptism of fire for new CEO Dave Lewis, with the fall-out from the scandal, a record £6.4 billion annual loss reported in the spring, growing competition from the value grocers and the emergence of Amazon Fresh.

Tesco has been looking to sell off assets, including this week's agreed £250 million sale of 14 Spenhill development sites across London, the south-east and Bath – as well as the recent £4 billion disposal of its Homeplus business in South Korea.

Since taking the CEO role in September 2014 Lewis has continually spoken about Tesco's need to switch its attention back to putting the customer at the heart of its operations, and the new marketing campaign will support this strategy.

The first of the two Tesco adverts, to be broadcast on Sunday, will focus on Brand Guarantee, which gives customers the chance for an immediate price match at the till, while the second ad will highlight the retailer's commitment to open a new checkout for customers if more than one shopper is queuing in front of them.

Michelle McEttrick, group brand director at Tesco, said: "For the last year we've been putting customers right back at the heart of everything we do, from improvements in customer service, to launching our new Brand Guarantee.

"So this new campaign presented us with the ideal opportunity to showcase some of those ‘little helps’ we aim to provide customers with each day."

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