Tesco Value Brand
When we moved to England, it was quite a shock that a Chinese leaves costs £0.87, because of the high exchange rate, that means we had to pay 13.5 RMB (Chinese Yuan) for one Chinese Leaves.
So we did many prices comparisons, and found out that Tesco Value brand foods are the cheapest.
Sometimes, I felt quite embarrassing that my shopping cart were stuffed with Red-White plain packaged food, spotted with beautifully packaged product which are reduced or BUY ONE GET ONE FREE!
With the EVERY LITTLE HELP promise, we became a royal customer of Tesco supermarket. We didn't miss any chance to earn club card points. Every point means one penny, and we looked forward to coupons and extra points and were quite thrilled when we got one.
My wife always checked the receipt carefully, and never failed to find out some over-charged or other mistakes. Then she went to the customer service, showed the girl that this frozen middle sized chicken was reduced, but over-charged by the original price. The girl checked it and refund the money. It depends that different shop has different refund policy, some Tesco local shop refund all the money, other just the overcharged sum.
My wife counted the shopping very carefully according to the receipt. If she the number was not right, she would do it again until satisfied. She ignored my impatient complaints.
Sainsbury's Basic
When we settle down in Derby, there are no local Tesco shop in the area. But we go Sainsbury's instead. Sainsbury's learned a lot from Tesco (or vicce vasa?) , and copied there Tesco Value Brand by a Sainsbury's Baisic.
The Sainsbury's Basic copied Tesco's slogan to every Basic procucts, and changed a little. Such as Washing up liquid with "Cleans, no added promises". It seems a trend that all fancy products claim "no added" something, no added sugar, no added artificial colour, so Sainsbury's "not added promises" slogan is quite creative.
There is similar slogan on the self-rising flour package too. It says: "a little less refined, but still rises to the occasion." Does the product designer had a smile on his/her face when he actually got the inspiration from his own promise to his partner that she should "never mind" the coarse appearance? or she actually got the inspiration from her partner's never failed love organ?
Still we can find another fantastic sentence on the cereal box, that is: "Fruits and fibre, more fibre than fruit, still tasty." But actually not as tasty as other product. The worst is frozen basic mince, I can't stand by the disgusting sour smell when fried.
Marks and Spencer's slogan is: "It's not just summer food, it's M&S food." But we seldom go to M&S, people say that M&S is Middle Class supermarket, that's true.