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Branding Sainsbury's Tesco

Tesco ambushes Sainsbury’s by accepting its canned Brand Match coupons


By John McCarthy, Opinion Editor

April 11, 2016 | 2 min read

Tesco has dealt a blow to Sainsbury’s by re-purposing the supermarket's now dropped Price Match coupons, hoping to appeal to customers irked by the dismissal of the scheme.

Last week Sainsbury’s announced it will stop issuing its Brand Match price pledge which sees it refund the difference on top brands against the valuations offered by Asda.

From 27 April it claimed it will move towards "lower regular prices," instead of competing with the big four supermarkets on these product, it has decided to undercut them with a new Basics range of essential goods.

Tesco announced on Monday that it will pick up the slack and accept the vouchers from the rival store. The scheme, called the 'little help for Sainsbury’s customers' will conclude in June, giving consumers plenty of time to use the vouchers.

Matt Davies, chief executive of Tesco UK and Republic of Ireland, said: “This is a little help for Sainsbury's customers from us at Tesco.

“It also provides the opportunity for Sainsbury’s customers to experience Tesco’s brand guarantee, which we launched in October, and has been universally welcomed by our customers."

Branding Sainsbury's Tesco

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