Does every little help?
What did Tesco really gain from announcing the ‘chick-out’ war when they did?
According to Tesco’s Media Director, Jonathan Church, Tesco ‘have been working hard for a while to increase the amount of higher welfare chicken we sell and the recent debate over chickens in the media has helped raise awareness of the choice available to customers.’
It is questionable as to whether Hugh Fearnley Whittingstall’s Chicken Run documentary, which aired on Channel 4, fanned the flames of the debate, pressurising Tesco into publishing a press release on 6th February 2008 titled ‘CHICKEN TO SUIT EVERY CUSTOMER.’ http://www.tescocorporate.com/page.aspx?pointerid=509EDB3F29DA4B7293853EB49E820146
The programme was the beginning of a public awareness campaign, designed to inform the general public as to the handling of intensively reared chickens, and encourage consumers to think about purchasing free-range chickens as a healthier and conscious free alternative.In the same press release, Tesco announced that ‘this lower price will mean families can sit down to roast chicken and all the trimmings for less than one pound per person.’ Just how genuine this statement is again could be question with Tesco continuing that, ‘consumers have had a tough start to the year will mortgage worries, energy price rises and inflation creeping into some areas of household spending. We are determined to help by keeping the cost of the family shop down.’ Both statements materialise, as likely deflection tools set as a defence mechanism ready in waiting to justify their announcement and spin any bad press they could potentially receive. Bad press that could not only see arched rivals Asda reign victorious in the checkout war.
What did Tesco really gain from announcing the ‘chick-out’ war when they did?
According to Tesco’s Media Director, Jonathan Church, Tesco ‘have been working hard for a while to increase the amount of higher welfare chicken we sell and the recent debate over chickens in the media has helped raise awareness of the choice available to customers.’
It is questionable as to whether Hugh Fearnley Whittingstall’s Chicken Run documentary, which aired on Channel 4, fanned the flames of the debate, pressurising Tesco into publishing a press release on 6th February 2008 titled ‘CHICKEN TO SUIT EVERY CUSTOMER.’ http://www.tescocorporate.com/page.aspx?pointerid=509EDB3F29DA4B7293853EB49E820146
The programme was the beginning of a public awareness campaign, designed to inform the general public as to the handling of intensively reared chickens, and encourage consumers to think about purchasing free-range chickens as a healthier and conscious free alternative.In the same press release, Tesco announced that ‘this lower price will mean families can sit down to roast chicken and all the trimmings for less than one pound per person.’ Just how genuine this statement is again could be question with Tesco continuing that, ‘consumers have had a tough start to the year will mortgage worries, energy price rises and inflation creeping into some areas of household spending. We are determined to help by keeping the cost of the family shop down.’ Both statements materialise, as likely deflection tools set as a defence mechanism ready in waiting to justify their announcement and spin any bad press they could potentially receive. Bad press that could not only see arched rivals Asda reign victorious in the checkout war.
1 comment:
affordable, good quality food for everyone is important. but has anyone considered the farmers livelehoods in all of this?! at the end of the day, they are the ones that will probably lose out
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