I gather from the media that there’s a grocery price war about to break out.
When I first started selling to supermarkets, Tesco were running ‘Discount 78′. They were locked in mortal combat with Asda, Sainsbury, Fine Fare and the Co-op superstores. It was billed in the press (no online then, of course) as ‘Discount to the Death’.
Fine Fare did succumb (morphing into Gateway, Somerfield and finally the Co-op), but the others have lived to fight another day.
Back in the seventies, there was no need to advertise that savings were in the offing. Just a bit of well-placed PR and the media would do the rest. They’d hype up the contest – as if this were something new under the sun (heaven forbid!) – and the news would spread like wildfire. Consumers could shop happy in the knowledge that their supermarket was doing its bit for the pound in one’s pocket.
Sounds remarkably familiar.