Tesco has embarked on the first significant advertising campaign for its Fresh & Easy stores as Britain’s biggest retailer fights to make a success of its foray into the US.

The media advertising campaign, based on the premise that Fresh & Easy can save customers money by keeping things simple, follows initial leafleting to attract shoppers to the stores in southern California, Nevada and Arizona.

People familiar with the situation said that with about 125 stores, launching a significant campaign now made sense. Others suggested that Tesco had chosen to go ahead because of signs of stability in the US economy.

Financial Times