Magazine article Marketing

Dudley Moore Plucks Up Tesco's Spirits to Ruffle Sainsbury's Feathers

Magazine article Marketing

Dudley Moore Plucks Up Tesco's Spirits to Ruffle Sainsbury's Feathers

Article excerpt

Dudley Moore plucks up Tesco's spirits to ruffle Sainsbury's feathers

So Dudley Moore has finally managed to score - and handsomely too, with the multi-million pound chicken-searching extravaganza in aid of tracking down the best, and only the best, products for Tesco.

Tesco the Pretender has racked up an impressive 61% recall, almost a third better than its great rival which topped the chart in April last year. Although Sainsbury's 8m [Pounds] advertising spend falls well below Tesco's 20m [Pounds] (Media Register), its agency Abbott Mead Vickers SMS would probably have difficulty trying to argue that it's a case of Good Recall Costs Less at Sainsbury's, given the historical power of that brand.

Asda, now the third largest food retailer following its acquisition of 61 superstores from Gateway last year, has found recall more in line with its coverage of the nation from new agency Publicis. This result "Asda be", if not perfect, then at least good news for the chain which has had its fair share of adverse publicity over the past year. …

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