The appeal of Tesco’s Value revamp

Steve Smith identifies who Tesco’s Value revamp is most likely to appeal to…

Tesco announced last week that it is to review its advertising to UK customers, after working with the incumbent agency The Red Brick Road for the last 20 years. The supermarket said it would have to pitch for all of the group’s customer advertising.

This is indicative of a possible major overhaul of its brand and image. It comes on the back of Tesco’s re-launch of its £1 billion Value range, which includes replacing its blue and white striped packaging with a more minimal design template, and a greater focus on better quality ingredients and healthier products.

The new Everyday Value brand includes no MSG, hydrogenated fats, artificial flavours or colours, and genetically modified ingredients. Many products from the brand contain less sugar and fat, and the supermarket stresses its support for British produce such as around tinned vegetables and bakery products.

A question that arises is, who are these four factors of health, quality, British, and more pleasurable aesthetics most likely to appeal to?

To find out the answer to this question, we used data from Kantar’s TGI to look at some of the values and attitudes of Regular Tesco shoppers.

Health and Quality

Messages concerning health and quality are likely to have broadest appeal to regular Tesco shoppers. They are most likely to appeal to people aged 35+, ABC1s, mid to high range spenders, and people living in the South of England and Wales. They are less likely to appeal to under 24s, and C2DEs.

Packaging

More aesthetically satisfying packaging is likely to appeal to younger shoppers, and considerably less likely to appeal to people aged 35+. It is likely to have greater appeal among C1s and C2s, low to mid range spenders, and regular Tesco shoppers living in Scotland.

Sourcing from Britain

Appeal of messages about sourcing products from Britain is likely to be slightly less than messages about health and quality. However, appeal is likely to be great among people aged 55+, and ABC1s.