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October 5, 2011

UK: Waitrose goes toe-to-toe with Tesco

UK retailer Waitrose has Tesco in its sights when it launches its "biggest ever" value campaign tomorrow (6 October).

UK retailer Waitrose has Tesco in its sights when it launches its “biggest ever” value campaign tomorrow (6 October).

The campaign, called ‘1000s of ways to great value’, offers 1,000 branded products at the same price as rival Tesco. It also incorporates Essential Waitrose, the chain’s private label.

The company said the campaign is its “biggest ever” and will run until 26 October.

Marketing director Rupert Thomas said: “We’ve had a mammoth response to our Essential Waitrose range and free online deliveries – both launched in 2009. And since then we’ve been consistently building our value proposition – extending Essential Waitrose into new products and categories, launching Brand Price Match, and committing to over 1000 products on offer or promotion each week in our shops.

“Our customers are telling us that value is now more important than ever – and they want it with no sacrifice on quality, innovation or service. It’s our biggest-ever value campaign.”

Waitrose has 264 shops in England, Scotland, Wales and the Channel Islands.

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