Finest Range Gets Overhaul As Tesco Continues Efforts to Boost Brand Appeal

Tesco is re-launching its 'Finest' range - the supermarket giant has spent tens of millions of pounds revamping both their products and packaging in a further attempt to develop quality perceptions amongst the public and boost customer engagement with its food.

The new premium food range was unveiled at a recent event in London. Tesco states their aim is to highlight the passion and care they put into their culinary offerings. In total, more than 400 new products will be added to the Finest range, while three-quarters of the 1,500 existing products on offer have been improved.

Leonie Foster, Tesco's Brand Marketing Director, commented: "We want to put food back at the heart of the business and showcase the stories, passion and people behind the range both on the packaging and in our communications. Shopping accounts for just an eighth of the time people spend with food. If we focus just on that experience we miss the point. We want people engaging with our food, understanding where it comes from and how to use it."

To support their Finest overhaul, Tesco will be launching a marketing blitz starting next week to showcase the range as "real food made by real people with real passion".

The advertising campaign will span TV, in print, in store and social media, with engagement content that includes expert Q&A, recipe ideas and key information on products such as their origins. This activity is further supported by Tesco's sponsorship of the current series of popular Downton Abbey.

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