Tesco: Everyday Value packaging - Redefining a sector to meet new needs
Agency: Rocket Design ConsultantsClient: TescoBrand: Everyday ValueCategory: Packaging: Own Brand - Food
Executive summary
In 1993, Tesco were the first to launch a value range. Much has changed since then. Not only have all of the other major players launched their own but the tough financial times have changed the attitude towards Value ranges from 'it's for poor people' to 'it's a sensible purchase, if the quality is OK, to stretch the budget'. However, while the logic was there, in 2011/12,...