Trust. A word we've heard a lot from Tesco lately.
 
It's something we're working on closely with the Tesco people so, as customers, we can all have the confidence that what is on the label is in the product. Nothing more, nothing less.
 
And whilst trust around food quality is essential, trust also applies to the cost of the shopping we buy. In these tough times, value is a hot topic.
 
Tesco has taken this on board. Above and beyond the promotions, offers, deals and price cuts already available which, if we're honest, can sometimes be confusing.
 
So today Tesco launches 'Price Promise', its cost commitment to the nation.
 
Here's the crux: when you shop at Tesco, online or in store, they will compare your basket against the prices at Asda, Sainsbury’s and Morrisons. If your shopping would have been cheaper there, Tesco will give you a voucher for the difference for up to £10. When you shop in store, you get your voucher at the checkout. When you shop online, you'll receive it by email within 24 hours. Trustworthy and transparent; you will know where you stand.
 
The commitment on price covers branded goods (around 50% of the average supermarket shopping basket), own-label products and even some price promotions. It means we will no longer need to shop around for the best price deals because the lowest prices will be covered.
 
Three Price Promise TV spots launched today featuring talking vegetables to communicate the initiative. Obvs.

There's a pineapple:

A sprout:

And please meet Mr Olio:

 It is supported by a nationwide out-of-home campaign, press executions and online ads. Here are just two to whet your appetite.
 

This is all backed up with lots of communication in-store, where you get the benefits of the deal.

More information on the Tesco Price Promise is available here.

Luisa Bundy, W+K account girl extraordinaire, writes:

The 2013 Tesco Mum of the Year Awards is on Channel 5 right now. Well worth a watch. The event, now in its eighth year, is a celebration of the work of truly inspirational mums nominated from around the country. This is the first time the event has been televised so more of us get to see these mums' incredible stories.

The W+K team created the logo and rose bud design which adorned the set inside the Savoy and much of the event branding. And we were lucky enough to be invited along to the star-studded event as well. Some of us (me) chose to avoid the flashbulbs of the paparazzi and detour my entrance through the car park. Others (Alex Best) strutted straight down the red carpet. Naturally.

All the mothers we met are inspirational. Plus I met a Spice Girl which made my year. Congrats to Mel C on winning celebrity mum of the year. And to Anna Kennedy, Kate Hardcastle, Claire Lomas, Mireille Williams, Margaret Aspinall and Ann Maxwell for their awards.

Happy Mother's Day!