Morrisons need a word with Tesco over Price Promise claims

10 May 2013

Morrisons Morrisons is in talks with Tesco over comparisons made in its Price Promise promotion because they think a third of the comparisons Tesco made were unfair.

Morrisons chief executive Dalton Philips said it will complain to the Advertising Standards Authority if talks break down, but for now, no formal complaint has been made. Sainsbury's have already made one such complaint over the price comparison campaign.

Philips said: "We are in discussions with Tesco over it. We find it challenging when one third of the basket is not successfully compared. We are not sure that that’s the right message to be out there."

A few weeks ago, Morrisons customer director Crawford Davidson said: "Tesco’s Price Promise provides a false assurance that it will compensate customers when Morrisons is cheaper, which it mostly is."

This is a pressing concern for Morrisons as it was revealed a 1.8% fall in first quarter like-for-like sales. Morrisons will also be teaming up with Ocado to bring an online delivery service too, but if Tesco keep misleading customers (allegedly, allegedly), they they'll get nowhere fast.

It was more fun writing about the horse meat scandal.

TOPICS:   Advertising   Consumer Advice

1 comment

  • badger
    Dalton Philips? Crawford Davidson? Do none of these people have first names?

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