Tesco PLC – Talking Shop – Love Every Mouthful Chris Bush, 19 July 2013.
Can Tesco transform their brand decline through W&K love every mouthful re positioning. Interesting move not least because it moves from a strategy of value and price to longer term food quality in order to re build quality perception that is more akin of Sainsbury. However if Tesco are to take on Sainsbury then this will need to form part of a broader initiative to take food more seriously and inspire its shoppers with food as part of their overall lifestyle rather than remaining at a superficial advertising level. Early signs are initial basics look good.
