Asda Announces Tie-Up With Celebrity Chef James Martin

Asda has announced a new venture with celebrity chef James Martin, who recently left popular weekend cooking programme Saturday Kitchen.

Martin will work with Asda with the aim of giving food and cooking inspiration to families in the months ahead. The first campaign, which will be masterminded by recently appointed creative agency Saatchi & Saatchi, is due to debut in June across multiple channels from TV to digital and in-store, with a second burst taking the partnership through the key Christmas trading period and beyond.

Asda said the tie-up was part of its Project Renewal plan designed to transform its business and boost its Save Money Live Better brand strategy as the retailer looks to differentiate itself with customers both in stores and online.

Martin said: “To me Asda represents everyday kitchens up and down the country and that’s why this partnership comes from the heart. I can’t think of a better way to offer inspiration to busy families looking to cook up simple, tasty meals on a budget while still having time to enjoy life!

“As a born and bred Yorkshire man, I’m also looking forward to getting back to my roots to help people realise that low prices doesn’t mean low quality. Mine and Asda’s values go hand-in-hand, so heading into summer it’s all about cooking up a fresh new approach to food for customers every day of the week – watch this space!”

Andy Clarke, Asda’s CEO, added: “This partnership is all about a meeting of minds when it comes to the core values of our customers, making James Martin a natural fit for Asda. We’re excited about working together to showcase exactly what Asda stands for, which is delivering quality food at everyday low prices and has been since we opened our doors over 50 years ago.

“We know that our customers lead busy lives and want to make the most of family time together, we also know that they are constantly looking for inspiration when it comes to meal solutions and at prices they can trust. Together with James we’re committed to going the extra mile to make this summer the best yet for our shoppers.”

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