Love them or loathe them, you’ve got to admit Tesco’s ads have got style.
13/10/2010

At a time when everyone in the ad business believes it’s all about building and developing brand values, isn’t it strange that Waitrose and Asda are both set on undermining their carefully cultivated images. In a bid to prove they’re not just high class provisioners to the gentry, Waitrose have launched their ‘1000 branded products for the same price as Tescos’. Meanwhile Asda, in a bid to show they’re not always as cheap as chips, have launched their ‘4000 own branded products of equal quality to branded goods’.

Suddenly, they want to be all things to all men, if only to the gain the upper hand in the struggle for world domination. Tesco will have the last laugh though. I think it’s time for them to revive their ad for Granny Smiths, winner of the ANNA award for 2007 (see my last blog for a review of the current ANNA nominees). The copy reads: “What’s the difference between our Granny Smiths and the competition? Not much really. They’re the same quality as Waitrose. And the same price as Asda”. Now, whether you love or loathe Tesco, you’ve got to admit that’s got style!