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Their promise and your promise

The clever thing about Tesco advertising is that it does not say we are number one or we are the biggest. Instead it tells the shopper that everything we do is for you.

Its latest TV ad tells viewers that it is giving double clubcard points if you buy bananas, cheese and so on. The music is homely, perhaps traditional, perhaps something your granny would know. There is no video, just a set of stills like the local ads that run at your cinema.

The promise is cleverly weighted so that the viewer is not being asked to come in-store to get something specific, just to expect value. Other executions may promise low prices but not this latest campaign.

Local retailers will not be able to afford television campaigns. Even if they could, experts would say that they will get a smaller return. The advertising is about keeping Tesco shoppers loyal, keeping its market share.

Your job is to think about the promises and how you can make them to your shoppers. Your tools are your in-store signage, your store standards and your service standards. Good local retailers do win.
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