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.

That CDs will not be stocked at all of Tesco's 1,800 UK stores is down to Bulldog's status as a local loop unbundling (LLU) operator. So far it's managed to install its kit in around 400 BT exchanges and expects this number to double by September.

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. ®

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