The advertising campaign launched to coincide with pubs being permitted to trade outdoors only from yesterday (Monday 12 April), with a raft of restrictions in place.
The supermarket acknowledged “tough” time pubs have had over the past 12 months, amid the pandemic.
A Tesco spokesperson said: “Today (Monday 12 April) is a huge day as many pubs reopen after an incredibly difficult year.
“To support, we are using our ad spend to encourage the nation to give Tesco a miss in favour of a visit to the pub.
“We urge our customers to head to their local for a drink or a bite to eat with friends and family if they can.”
Tough year
The campaign features full adverts in national newspapers and extensive social media and digital billboard advertising.
The advert said: “Pop to your local if you can. Pubs have had it tough this year. That’s why, for once, instead of telling you about our fantastic deals, we’re using this space to ask you to support them instead (as long as you feel safe to do so).
“Because right now, every little helps.”
Admirable and altruistic gesture
In 2017, the supermarket chain merged with wholesaler Booker in a £3.7bn deal, claiming the move would help give better availability of food and help independent small businesses by further improving choice, price and service.
Meanwhile, in December last year, the off-trade was urged to hand back almost £2bn worth of rate relief to hospitality and tourism businesses to help firms survive the pandemic, trade body UKHospitality (UKH) said.
Tesco was one of the supermarkets handing back the cash to the tune of £585m. On this, UKH boss Kate Nicholls said: “It is an admirable and altruistic gesture from a company that is clearly in a much better financial situation than the vast majority of those in hospitality.”
