Tesco has brought its famous blue and white Value stripes back from the archives, but the nostalgic marketing move is prompting questions over whether it genuinely represents the best deals for shoppers.
The Nostalgia Marketing Strategy
The retailer recently revived the iconic labelling, which adorned its cheapest products during the 1990s and 2000s, as part of its Low Everyday Prices campaign. The refreshed stripes are intended to 'symbolise value' and highlight low prices on leading brands. However, marketing experts suggest the strategy is designed to tap into fond memories of a time when grocery bills were lower, rather than to signal universal rock-bottom prices.
Dr Sabrina Gottschalk, a lecturer in marketing at Bayes Business School, told Metro that the return of the Value logo is a 'nostalgia-based marketing strategy'. She explained it is meant to feel 'familiar' and 'reassuring' for customers who are 'especially sensitive' to pricing amid the ongoing cost-of-living pressures.
'The branding works by making Tesco feel more affordable, drawing on shared cultural recognition and a light sense of playfulness,' Dr Gottschalk said. She added that pairing the stripes with visible price cuts helps 'ground these emotional cues in real pricing actions.'
Are The 'Value' Items Actually Cheaper?
Shoppers are being advised to look beyond the retro stripes. An analysis by industry publication The Grocer examined pricing data from January 5, when the Everyday Low Prices campaign launched. It found that at that time, 32% of the products in the campaign were actually cheaper at rival stores like Asda and Morrisons.
The report also claimed hundreds of items were merely price-matched to other supermarkets, and some had not changed price at all before or after the campaign launch. For instance, the campaign advertises branded items like Marmite, which costs £2.85 for a 250g jar at Tesco. However, a 125g jar is £2.30 at Tesco, compared to £2 at Waitrose and £2.28 at Asda.
Dr Gottschalk warned that the stripes could act as a 'broad value cue', potentially leading shoppers to 'over-generalise perceptions of affordability' and spend more than necessary, especially if the branding is applied widely across stores.
Tesco's Response and Own-Brand Alternatives
In response to the analysis, a Tesco spokesperson stated: 'Through Everyday Low Prices, we’re committed to delivering consistently low prices on more than 3,000 branded lines that our customers love.' They emphasised that the scheme offers 'consistent prices week after week' without the need to chase promotions, and that products are 'priced competitively across major supermarkets.'
The spokesperson also noted that the campaign sits alongside Aldi Price Match and Clubcard Prices as part of a broader value strategy. For those seeking the lowest possible prices, Tesco's own-brand items often undercut the branded goods featured in the campaign. For example:
- A 250g jar of Nutella is £2.90, but a 400g jar of Tesco's own Chocolate Hazelnut Spread is £1.65.
- 320ml of Fairy Original Washing Up Liquid is 90p in the campaign, while a 500ml bottle of Tesco's own version costs 62p.
Ultimately, while the return of the Value stripes may evoke a warm sense of nostalgia, it serves as a reminder for consumers to stay vigilant, compare prices, and consider own-brand alternatives to ensure they are getting the best possible value for their weekly shop.
