Tesco briefs Cow to handle non-food products

Tesco has handed the brief for the bulk of its non-food business and website to Cow PR.

The consumer account involves promoting items such as electrical goods and raising awareness of Tesco's website offerings, including music downloads and DVDs sent by post.

Cow clinched the brief after a three-way pitch. 'The public are still in the dark about many of Tesco's services,' said Cow director Clare Myddleton.

However, while Tesco seeks to expand its offering, a survey this week suggested it was losing brand loyalty among customers, possibly indicating the beginnings of a consumer backlash against its dominance.

The Millward Brown poll of shoppers found the supermarket's 'brand voltage' – its ability to create loyalty from customer awareness – dropped from 5.7 to 1.9 'volts' in the past three years.

Sainsbury's and Waitrose, meanwhile, were deemed to have 4.2 and 2.7 'volts' respectively. 3.0 is considered an indicator of future success.

Cow reports to media director Jonathan Church, who was recently promoted from external comms manager.

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