The first Asda ad featuring celebrity chef James Martin debuted last night, marking the start of a new approach to its advertising following the recent appointment of Saatchi & Saatchi as its as its lead creative agency.
Asda announced signed up Martin back in April with the struggling chain saying its aim was to give families food and cooking inspiration. 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.
The ad aired last night during Coronation Street and shows Martin shopping at Asda to cater for a last minute BBQ for hordes of people (see below). A further three more TV ads will be shown over the coming month focused on summer eating.
Andy Murray, Asda’s new Chief Customer Officer, said: “We know that summer is a really busy time for our customers, and it can also be challenging to come up with meal solutions at prices they can trust. James responds to this need, and his recipes and ideas will help to make this summer the best yet for our shoppers.”