Tesco is about to rewrite the rules of big brand engagement by saying the name of a competitor and admitting other supermarkets exist, as it's targeting one of the German discounter linchpins with its new "Aldi Price Match" guarantee.
That image there is the illustrative trolley of matched items, which Tesco will point out via a "red Aldi Price Match bubble" in its branches and via an online price comparison tool, answering curious customers' subconscious questions and saying no, there's no point heading off to Aldi to see if the butter's 2p a pack cheaper. Hundreds of products will be included, Tesco says, reducing the price of an own-brand tin of baked beans to just 22p, taking avocados below the £1 barrier to 95p, and doing that big pot of yogurt for 69p.
Tesco's Alessandra Bellini said: "Our customers tell us they want the most competitive prices on the things they buy regularly. This campaign will help time-poor and budget savvy customers get Tesco products at Aldi prices on products that matter to them."