Tesco and Asda Locked In New Advertising Battle about Lowest Prices
Supermarket giants Asda and Tesco continue their history of rivalry by engaging in tit-for-tat press campaigns, with Tesco threatening a complaint to the Advertising Standards Authority.
This recent disputes started with Asda at the beginning of the year promoting a pledge to give shoppers a voucher for the difference if their basket is not 10% cheaper than at Asda.
Tesco's advertising has responded by slamming Asda's pledge to be 10% cheaper than its competitors. The company is threatening to launch an official complaint because it says the Asda pledge is "confusing and misleading" because it focuses on a narrow range of products.
Soon-to-be Tesco UK Chief Executive, Richard Brasher, commented: "It is vitally important that the whole industry acts in a way that deserves the trust of customers... We are calling on the ASA to act, and to act quickly, because in our view customers are being misled by false Asda claims."
Asda has responded to Tesco by saying: "Clearly the truth on pricing hurts. Our simple promise to be 10% cheaper or give customers the difference has gone down very well with customers since we launched it last week. And clearly that's not gone unnoticed in Cheshunt [Tesco's head office]."