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Tesco has added shopper marketing agency Arnold KLP, part of the Havas-owned Arnold Worldwide network, to its UK ad roster that includes lead agency Wieden+Kennedy and production company TAG. The appointment follows a six-month review.
Arnold KLP’s responsibilities include shopper marketing strategy and planning, in-store creative development and activation across all store formats.
Tesco’s head of in-store marketing Matthew Gaunt says: “As part of building a better Tesco for our customers, we are making our stores warmer and clearer. We want to lead on doing what’s best for customers and become best-in-class for innovation.
“Transforming the in-store communications is a big part of this journey, which has started with the development of new guidelines to ensure clear, compelling and consistent communication across all of our stores and these are being rolled out across the estate.”
The Tesco ‘estate’ covers quite a large expanse of Britain and one of the problems the company now has is deciding what to do with it all. For years it filled up its vast superstores with electrical goods but now it’s decided to exit this highly competitive business it has a problem. It is currently rolling out Giraffe restaurants and Harris & Hoole coffee shops.
It will be interesting to see if the in-store creative continues to use adaptations of W+K’s TV ads.
