Blog: Dean BestFresh & Easy exec hits a bum note

Dean Best | 3 September 2008

What's the connection between rock band Radiohead and Fresh & Easy, Tesco's fledgling US business?

Nope, there is none, unless your name is Simon Uwins, you're the marketing boss at Fresh & Easy and you're basking in the euphoria of seeing the UK alternative music gods at a gig in California.

“I had the privilege last Sunday of seeing Radiohead at the Hollywood Bowl,” Uwins writes in his blog on the Fresh & Easy site. “What an amazing performance! They sounded just as fresh as ever, their recent material every bit as good as before. What really struck me was just how different they are to everybody else. They have familiar elements of a rock band, but they put it all together in new and surprising ways. They're impossible to categorise.”

Most music fans would no doubt agree – but here's where Uwins' gig review takes a strange turn: “In our own small way, that's what customers say about us. We have the quality and interesting selection of a speciality market, but also the brands and convenience of a supermarket. And the prices of a big box retailer..!”

I'm not sure Radiohead lead singer Thom Yorke, that arch-critic of globalisation, would take too kindly to being likened to a multinational retailer, mind...


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