The UK’s largest grocery retailer Tesco has hit back at Asda’s ‘Price Guarantee” campaign, describing it as “confusing and misleading”.

Tesco has called for the Advertising Standards Authority to act against its rival’s campaign, which claims Asda will offer prices 10% cheaper than its competitors

Go deeper with GlobalData

Premium Insights

The gold standard of business intelligence.

Find out more

Richard Brasher, Tesco’s commercial director, said: “It is vitally important that the whole industry acts in a way that deserves the trust of customers. We are calling on the ASA to act, and to act quickly, because in our view customers are being misled by false Asda claims.”

Tesco said it believes that Asda’s claim is a “cynical ploy to mislead customers using a flawed comparison that excludes about half Tesco’s range” and that it also “relies on customers to go through a complicated process to get their money back”.

The retailer has put out double-page ads in a number of today’s UK newspapers that explain the 12 steps Asda customers must complete to receive the Price Guarantee, as well as promising to accept Asda’s coupons.

In a statement, Asda said: “Clearly the truth on pricing hurts. Our simple promise to be 10% cheaper or give customers the difference has gone down very well with customers since we launched it last week. And clearly that’s not gone unnoticed in Cheshunt.”

See Also:

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.