Tesco has appointed a new PR company in a bid to revitalise its reputation following a media backlash against the launch of its retail foundation degree.
The supermarket giant came in for some stick after announcing the degree in shelf stacking and display design back in April.
The move seriously derailed the supermarket's campaign to enhance its reputation as an employer when The Sun described the course as the Tesco degree of madness and critics branded it as yet another Mickey Mouse degree.
Tesco has been concerned that the negative press coverage after the launch backfired could have a damaging effect on its employees.
The Wriglesworth Consultancy won the contract with a corporate brief to position the supermarket as an employee champion.
The PR consultancy will be charged with building a positive profile of Tesco's training and staff development, such as its apprenticeships and academies, amongst potential and existing staff.
The campaign will raise awareness of its HR policies and practice and target a range of media.
Tesco PR manager, David Nieberg, described the campaign as massively important to the supermarket.
Tesco is the country's biggest private sector employer, with 280,000 employees in the UK and a total of 440,000 worldwide.
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