Launch Group boosts Tesco range

Tesco has signed up Launch Group to capitalise on a £2.5m investment in its Healthy Eating range.

Launch Group has been hired on a three-month initial brief this month as Tesco looks to reinvigorate its health-food line. The retailer has introduced a new brand, 'Light Choices', in an effort to compete with Sainsbury's and Waitrose; both use the popular 'traffic light' labelling to draw attention to a product's nutritional value.

Tesco's health website has also been updated, with a new online Healthy Living tracker that counts calories and offers dietary advice. The retailer's investment in nutrition coincides with the unveiling of a new 30-minute in-store health check.

Launch Group will promote the new Light Choices food range and the overhauled Healthy Living range to the media in early 2008.

Agency CEO Johnny Pitt and his team focus on short-term projects rather than retainer clients. Recent tasks include helping Scotch whiskey brand Chivas Regal shed its 'fogeyish' image (PRWeek, 17 October 2007).

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