Tesco has launched its ‘That’s True Value’ TV campaign in the UK, which is rolling out new price cuts across a wide selection of product ranges.
Following the recent launch of its ‘Price Cuts’ campaign in the Irish market, the UK’s largest retailer has now replicated the move in the UK.
Initially debuting last week in dairy, the Price Cuts promotion has been rolled into branded and private label bakery, cooking oil and medicines. It launched alongside the new TV advert which features the new strapline: ‘That’s True Value’.
The discounts represent Tesco passing on falling prices from suppliers, which now use the same prices as its supermarkets in Ireland.
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The retailer said: “Great value is more than just price. We believe in quality food and how it makes you feel. That’s true value.”
With supermarkets being accused of ‘profiteering’ by the CMA recently, the Price Cuts campaign hopes to strengthen the message that Tesco is passing on lower prices as soon as they become available from suppliers.
It comes as Tesco CEO Ken Murphy said the supermarket has been “incredibly strong” in its value proposition as it looks to “take prices back down” for consumers.
The initiative builds on the success of Clubcard Prices, Aldi Price Match and Low Everyday Prices, which have combined to transform Tesco’s value perceptions in the market.
