Tesco starts promotional push for ‘localchoice’ milk

Tesco has launched a major new advertising campaign to promote ‘localchoice’ milk.


TV adverts (click here to watch) starring Martin Clunes and Fay Ripley are already appearing on TV screens.


The retailer also took out a series of one-page adverts in national newspapers last week.


Kari Daniels, chilled food category director for Tesco, said customers had told the company that they wanted it to be easier to buy local food.


“This latest advertising campaign reinforces our commitment to ‘localchoice’ and spreads the word to more customers that they now have the chance to support, through their own buying decisions, the farming they want to sustain into the future.”


Farmers Weekly has been contacted by some farmers who are disappointed with the number of farmers who are supplying ‘localchoice’ milk. 


A spokesman for Dairy Farmers of Britain, the co-op which is supplying Tesco with the product, said that it had 126 producers involved at present.


However, DFoB was anticipating that volumes would increase as a result of the heavy promotion that Tesco was carrying out.


“Tesco are spending money on this promotion so sales will pick up and that means we should be able to get more farmers involved,” he said.


“Hopefully, this is going to lead to bigger and better things.”


The ‘localchoice’ milk retails at a higher price than standard milk and farmer suppliers receive about 23p/litre.


There are 14 versions available: Dorset, Devon, Cornwall, Somerset, East Anglia, North East, South East, South West, Heart of England and Wales


What do you think of the advert? Are you happy with the way Tesco is marketing ‘localchoice’ milk? Let us know on our forums.