Tesco acts on media scorn

by Gemma O'Reilly, PR Week UK 07-Aug-08, 10:21

Tesco is undertaking a campaign to revitalise its reputation as a leading employer and great place to work.

Britain's biggest private sector employer is concerned about the effects of negative press coverage on staff such as in April, when The Sun ran the headline ‘Tesco degree of madness.' The firm had been looking for a positive reaction to its new ‘retail degree'.

The Wriglesworth Consultancy has been hired for the corporate brief following a five-way pitch. It replaces ten-year incumbent CHA PR.

Tesco PR manager David Nieberg said: ‘This campaign is massively important to Tesco.'

Tesco employs 280,000 people in the UK and another 160,000 worldwide. The campaign will position Tesco as one of the UK's best employers and an ‘employee champion'. It will be targeted at potential and existing staff, as well as Tesco customers and UK consumers generally. The campaign will also aim to build positive awareness across all media of Tesco's HR policies and practice.

The agency is charged with promoting Tesco's training and development opportunities for all staff, including its apprenticeships and academies.

The Wriglesworth Consultancy director Laura O'Connell will head the account.