Asda is stepping up its focus on quality with a new campaign that pits some of its premium ‘Extra Special’ own-label lines against comparative products sold by luxury shops such as Harvey Nichols, Harrods, Selfridges, and Fortnum & Mason.
Called ‘Asda’s Food Revolution’, an online and in-store campaign highlights its products coming out top in independent blind taste tests against high-end retailers. The comparisons include burgers, chocolate, sourdough, prosecco, sausages, and honey.
In its marketing material, the retailer says: “Asda is on a mission to make its food better than ever, so we’ve pitted ourselves against luxury shops in independent blind taste tests…And the results may surprise you. Some of our food has been deemed as tasty as or even tastier than the luxury shop equivalent. Proving you can enjoy great-tasting food whatever your budget. Asda. That’s more like it.”
The campaign marks a departure from Asda’s strategy in recent years which has focused on EDLP to compete with the discounters.
Sam Dickson, Acting Chief Customer Officer at Asda, commented: “At Asda, we’re on a journey to make the quality of our food taste better than ever, and we think they taste amazing – which is why we decided to put our products to the ultimate taste test by putting them up against some of the most highly regarded brands around.
“Each one has its own quality story to back up the amazing taste – from burgers that are made with 30-day dry aged Aberdeen Angus beef, to raspberry conserve that’s made by a family business that started in 1873.
“People tend to think that you have to spend more to get the best-tasting food – but at Asda, we know that isn’t true. This campaign offers the first taste of our food revolution – proving that amazing taste and value is within everyone’s reach.”
NAM Implications:
- An interesting diversion.
- Based on independent blind taste tests against high-end retailers.
- Worthy of consumer press headlines on slow news days…
- But if it catches on?
- Time for high-end rivals to reassess relative competitive appeal?
