The push comes as Tesco's loyalty partner Air Miles plans an aggressive marketing campaign of its own to fight off Nectar.
Spearheaded by Clubcard director Crawford Davidson, the Tesco scheme works by offering discounts on products that individual shoppers regularly buy as they pay for their purchases.
The UK's leading retailer has been trialling the scheme at stores in Wales, and is to roll it out to the rest of the UK in a bid to reward loyal shoppers.
It is part of an extensive programme designed to add value to membership of Clubcard. Tesco has been working with agency of record EHS Brann on a communications strategy emphasising the chain's tie-up with Air Miles, and is mailing millions of Clubcard members to inform them about recent changes to the scheme.
Additional features include the launch of an offers magazine, Freetime, which follows the company's acquisition of ticketing agency First Call Group. It is also trialling a separate customer magazine to offer lifestyle tips and advice on subjects such as fashion, gardening and health.
Clubcard operations manager Mike Emery said Tesco was "obviously aware" of Nectar's imminent launch, but that the firm was more concerned with rewarding its own customers for their loyalty.
"We have listened to what Clubcard members want, and they want regular but relevant communications from us, said Emery. "We firmly believe in our 'every little helps' philosophy and the changes to Clubcard are another reinforcement of that."
Air Miles' campaign, through TBWA/London, will attempt to inform the British public that Air Miles is the country's premier loyalty scheme, with the biggest range of partners and the most impressive range of rewards.
The British Airways subsidiary declined to comment further on its marketing plans.
However, it is thought to be preparing a £30m free flights giveaway - making it one of the UK's biggest ever travel promotions.
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