Tesco has aired a TV advert as part of a national marketing campaign to promote its refreshed low-cost brand, Everyday Value.

Featuring on ITV1 and Channel 4 last night (2 May), it highlights the range’s new name, previously Tesco Value, and packaging which is “more colourful and softer than the blue-and-white of the old Value range”, according to supermarket retailer.

David Wood, UK marketing director for Tesco, said: “This campaign demonstrates that Everyday Value products can be part of everyone’s basket, whatever their budget, alongside the other Tesco ranges. It reassures customers that Everyday Value can balance the cost of their shopping and they can still enjoy great quality, at a great price.

“And that’s at the heart of the reason for this change. We want our customers to feel they are buying these products through choice, not necessity, and that the choice they make is helping them to save a little bit of money here and there, adding up to a real difference.”

The advert will be supported by a broader marketing campaign including print and poster ads, editorial partnerships with women’s consumer magazines and targeted digital activity profiling new recipes that use Everyday Value products.

Tesco has said its Everyday Value range will have a British focus, using British flour for a variety of bakery products, including pancakes, crumpets and scones. More than 550 lines have been reviewed to form the new range.