P&W designs product line for Tesco's US venture

LONDON - Pemberton & Whitefoord has handled the design of the own-brand product lines for Fresh & Easy Neighborhood Market, Tesco's first US venture, which opens its first store in California this week.

The work covered 600 packs across 70 product ranges. P&W has had a long-standing relationship with Tesco as one of its roster agencies for the last 20 years. During this time, its work has included designing Tesco's Finest range.

Tesco is engaged in a wide-ranging marketing and advertising push for its US stores, which will be located in areas including San Diego, Phoenix and Las Vegas.

Other firms involved in promotional activity include decor and retail agency Schorleaf and US advertising agency Deutsch LA.

For the launch of Fresh & Easy, extensive customer research was carried out to ensure Tesco can successfully capture the US retail market.

This has included an emphasis on locating stores to reduce travel times and stocking fresh products and having a limit on preservatives and a ban on trans fats and artificial colours and flavours.

Each of the new Fresh & Easy Neighborhood Markets will be smaller than the usual supermarket in order to give customers a faster, easier shopping experience. Altogether, 30 stores are to launch by the end of 2007.

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