Bulldog, which was told by the ad watchdog to be more upfront about its pricing, has struck a distribution deal with supermarket giant Tesco.

CDs enabling punters to sign up to Bulldog's broadband and phone service will be available at some 300 Tesco stores in a bid to boost sales.

Even so, by the end of 2006 it will only have access to around half of UK homes with the Cable& Wireless (C&W) owned ISP cherry picking the most lucrative exchanges to provide its own brand of comms to consumers.

The ISP said the distie deal would be "increasing general awareness that consumers do have a real choice of communications provider".

Seeing the firm hauled over the coals on the BBC's consumer affairs programme Watchdog last autumn also helped the ISP "increase general awareness", but probably not in a way execs would enjoy. ®

Related stories

• Tesco grabs at PC consumers (30 May 2006)
• Bulldog doubles broadband speeds (28 April 2006)
• Bulldog to block premium rate calls (25 April 2006)
• Top bean counter to quit C&W (30 March 2006)
• Bulldog told to be more upfront about pricing (29 March 2006)
• Bulldog targets SMEs (15 March 2006)
• C&W backs Bulldog in restructuring (28 February 2006)
• Bulldog to launch 20Mb broadband (1 February 2006)
• Bulldog makes fresh start (1 November 2005)
• Ofcom gives Bulldog the all clear (19 October 2005)
• Bulldog mauls BT over 'disappointing' BB unbundling (17 October 2005)
• Watchdog brings Bulldog to heel (7 September 2005)
• Ofcom confirms Bulldog probe (2 September 2005)