EL SEGUNDO, Calif. — Tesco's Fresh & Easy Neighborhood Market here plans to launch its first-ever advertising campaign Wednesday pointing out how it saves customers money by keeping things simple.
Writing on his blog, Simon Uwins, chief marketing officer, said the 125-store chain has always sold better, fresher products at cheaper prices, "but there's one recurring point we hear — you can't be both better and cheaper, as you're only a small store. And small stores are either more expensive (like specialty stores) or lesser quality (like dollar stores). It's just not possible to be both."
But now Fresh & Easy believes it can "tackle this point head on," Uwins wrote, with billboards, posters, banner ads on the Internet and new in-store treatments, plus radio ads with customers "telling the story for us — all pointing out in different ways how we keep things simple, to save you money."
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