Plus Tries To Re-jig Image

Tengelmann-owned discounter Plus is looking to reclaim its low-price image and revive stagnating sales through a new advertising campaign and product launches. Plus has launched a four-week advertising blitz, which will focus on the company's food items and will feature the slogan 'everything amazingly cheap.' As part of its store renovation scheme, Tengelmann remodelled the outward appearance 50 of its Plus outlets into more up-market stores and also introduced new organic food items. However, this had the unintended effect of giving consumers the impression that it had also raised its prices, which is why the company has now interrupted its

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