P&W has had guardianship of Finest* for 25+ years. We continually ensure the brand evolves and excels, maintaining its status as the UK’s No1 grocery brand.
Conceptional objective:
In 1998 Tesco unveiled its 3-tier own-brand strategy: Good, Better, Best (a revolutionary concept). The “jewel in the crown” was Finest*, Tesco’s “Best” positioning. P&W has been involved with every design evolution.
Creative response:
The 1998 Finest* range consisted of 200 restaurant-quality food products. Competitor retailers realised Tesco had taken a giant leap forward and Finest* was mercilessly copied by competitors. The response from Tesco was, and is to this day, to keep Finest* ahead of the game with constant design evolutions, always confident and assured.
Commercial Conclusion:
Finest* is the UK’s largest grocery brand (turnover of £1.4 billion+). It has defined a new path which elevates own brand beyond commodities and essential purchases to a positioning that is desirable and affordably aspirational.
