Mark Ritson: Tesco's 'fake farms' are a real headache for its own-label strategy

The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi's private label brands.
The best way to understand Tesco and the state of its business is to ignore the analysts and just watch what it does with its private labels. I say that because…

Calaméo - Relationshipmarketing

Mark Ritson; 5 Marketing Things That Matter

Tesco Claims Its 'relentless Focus' On Value Is Paying Off, 53% OFF

Strategy Sessions Podcast, Mark Ritson

Newcastle Chronicle - 2018-09-11

Mark Ritson: Tesco's 'fake farms' are a real headache for its own-label strategy

B2B Brand Masters Podcast Series #1: Mark Ritson

25th FAB Awards Revealed! Following

5 things that mattered this week

Mark Ritson - The 10 Key Factors Driving Advertising Effectiveness - Media, Marketing & Effectiveness on Vimeo

How own-label brands are dialling up desirability