Magazine article Marketing

Tesco Revamps Bakery Offering

Magazine article Marketing

Tesco Revamps Bakery Offering

Article excerpt

Tesco is overhauling its entire bakery section and product packaging in a bid to win over consumers put off by the rising cost of baked goods.

The revamp, which takes effect from this week, spans in-store fixtures and fittings, product labels and point-of-sale material.

Packaging carries the products' names written over a flour effect to more clearly differentiate the standard range from Tesco's more expensive 'standard plus' products. The Finest bakery line is unaffected by the refresh.

The new look has been created by branding agency Honey Creative.

The strategy is aimed at driving footfall to Tesco's bakery section, where point-of-sale material will communicate the expertise of its in-store bakers.

The major supermarkets have focused their marketing messages on bakery products to counteract the effect of escalating wheat prices.

Asda's first ad campaign after appointing Fallon to its account last year featured comedian Victoria Wood working in its bakery section to demonstrate the fact that products are baked from scratch in-store. …

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