Asda is rolling out a new brand identity alongside a summer advertising campaign entitled ‘Serious about summer’ to try to win back shoppers after a period of weak performance.
The campaign sees the introduction of the retailer’s new logo as part of its broader brand strategy. The new look will feature throughout the Summer campaign across TV, social media, press executions, CRM and its website.
Asda revealed that the new branding was the result of customer research that helped the supermarket establish how it could regain its relevance and individuality in the market. The retailer noted that its light-hearted, northern humour and warmth – along with its iconic green colour – were consistently shared as the most unique traits of the brand. These are said to be reflected in the updated logo, typography and colour palette – adding a new dark green tone to the existing Asda green. The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a consistent way.
Asda plans to roll out the new branding across its stores, vehicles and staff uniforms as part of an investment programme for its estate.
Meanwhile, the new marketing campaign “brings to life the serious business that is making the most of the Summer months” and features a series of tongue-in-cheek TV ads that each give different takes on staple seasonal experiences. Asda will also be running a ‘Nan-poline’ ad to highlight the retailers ‘midweek meals’ offers and a Sports Day-themed ad showcasing its picnic lines.
David Hills, Chief Customer Officer at Asda, commented: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public. We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.”
He added: “Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.”
Asda’s new brand identity and Summer campaign was developed in partnership with its lead creative agency Havas London.
Lorenzo Fruzza, Chief Design Officer at Havas London, said: “When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels.
“We have worked with Asda to create a new brand identity which stands out in the market and can flex across multiple channels – ensuring it’s relevant and meaningful to its customers.”
NAM Implications:
- Rebranding takes time, perhaps too long?
- Asda needs speed, especially vs. the discounters…
- ‘Price is what you pay, value is what you get’ – Buffett
- i.e. again, it takes time to appreciate value.
- i.e. Asda needs discounter prices to re-grab ground.
- All else is detail…
