Fresh & Easy, the US unit of Tesco, has launched its first “brand campaign” with the aim of introducing the retailer on a “much wider scale” to the markets it serves.
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The campaign, which launches on Wednesday (7 October), includes radio ads, billboards and bus ads as well as increased in-store communication.
“From this Wednesday, billboards and posters will be springing up around our stores, and banner ads on the internet, as well as a new treatment in-store – all pointing out in different ways how we keep things simple, to save you money,” the retailer said on its blog.
“We may have set out to square a particular circle, by showing that it is possible for us to be both better and cheaper, through keeping things simple. But the fact that a business that simply tries to listen to customers, and then give them what they want, has been rewarded by its customers wanting to tell its story for it, speaks to a deeper circle of trust,” it added.
The retailer, which currently has 125 stores in the US, recently put plans on hold to launch an assault on northern California. Reports have suggested the campaign is a sign of the retailer gearing up to start expanding the loss making US chain.
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By GlobalDataEarlier this year, chief executive Sir Terry Leahy insisted the UK retail giant would continue to expand in the US but admitted the downturn had held back its ambitions across the Atlantic.
The company reported that losses from its Fresh & Easy business in the US had risen over the last fiscal year. Trading losses stood at GBP142m (US$207.6m) for the 12 months to 28 February, up from GBP62m a year earlier.
Tesco is due to release its interim results tomorrow.
