Tesco is to retreat from the supermarket price war with a marketing strategy to improve its reputation for quality.

The move, beginning with a series of TV and newspaper ads to launch next week, follows CEO Philip’s Clarke’s admission that the retailer got its marketing tactics wrong around the launch of the Big Price Drop.

Although the new campaign features products from the retailer’s newly relaunched Everyday Value range, it seeks to reposition Tesco as a retailer appealing to all sections of the market.

The TV ad, which shows a man tucking into a fish finger sandwich, breaks on Wednesday in a high-profile slot during the British Soap Awards on ITV1.

Newspaper ads will feature the strapline ‘Everyday Value, Great Quality, same low prices’, along with pictures of the new range.

“We want our customers to feel that they are buying these products through choice, not necessity,” said Tesco’s UK marketing director David Wood.

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