4 April 2012 - 1:20pm | posted by | 4 comments

Tesco unveils ‘Everyday Value’ range, with packaging by Rocket Design

Tesco unveils ‘Everyday Value’ range, with packaging by Rocket DesignTesco unveils ‘Everyday Value’ range, with packaging by Rocket Design

Tesco has unveiled its new ‘Everyday Value’ range, to replace Tesco Value.

Featuring brighter and more colourful packaging, created by Rocket Design, than the blue-and-white of Value, the brand also aims to show that it has taken a step up in terms of quality.

David Wood, Tesco UK marketing director said: “Tesco was the first supermarket to launch a Value range back in 1993, the blue-and-white striped brand giving customers a down-to-earth option. Almost 20 years on and an affordable quality range is more relevant than ever, but customer needs have changed.

“We have listened closely to what our customers want and Everyday Value will provide products that taste better, look better and are healthier – still at the same great price.”

Comments

4 Apr 2012 - 16:09
calum's picture

I wonder if this is in response to Morrisons updating their value range packaging back in January? http://www.thedrum.com/news/2012/01/10/morrisons-value-range-rebranded-c...

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4 Apr 2012 - 16:55
ishbelm's picture

@calum Could be, or it might be - as suggested by Martin Fearn on our Facebook page - that there is less of a stigma attached to buying the value range so the design has been updated to show this.

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4 Apr 2012 - 18:26
Ogilvy's picture

If there was less of a Stigma why would they need to update the design to something less obviously cheap? If anything the reverse would be true. Funny logic that is.

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5 Apr 2012 - 17:44
steph11856's picture

Hey Calum, as the Creative Director of Coley Porter Bell, the agency that designed Morrisons M Savers range (launched in January), I would most certainly say that this is a direct response to our work....there are obvious parallels and similar thinking!

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