Asda is launching a new campaign to build on the meaning of its well-known slogan, That’s Asda Price, as part of its efforts to win back shoppers.
The campaign is the first work of creative agency Lucky Generals, which won the Asda account earlier in the year.
‘That’s Asda Price’ is one of the most recognised retail lines in the UK. Following the retailer’s reintroduction of its Rollback to Asda Price campaign earlier in the year, the struggling retailer is now doubling down on that promise. The new ‘THAT’s’ campaign aims to give it new meaning and status in culture by showing families what it means for them today.
The campaign will run across multiple channels, with the first TV ad, Barnsley Baby, launching on the 10th July.
Two other iterations of the 30-second ad will launch later in the summer. The group stated that the creative concept is to take ‘That’s Asda Price’ and build “cultural stickiness and equity around the phrase by putting it into the mouths of unexpected characters”.
In addition to the three 30-second films, the campaign will span all of Asda’s paid, owned and earned channels, including print, digital, social, in-store executions and PR.
Adam Zavalis, Asda’s Vice President of Marketing, commented: “Asda Price has always been a promise of unbeatable value, and in today’s market it’s more relevant than ever. Our mission continues to be the lowest-price full-service supermarket in the country, and our new campaign further cements our commitment to that. We’re getting behind hardworking families in a way that feels uniquely Asda and showing how Asda Price can make a difference in their everyday lives.”
Cressida Holmes-Smith, Lucky Generals CEO, added: “To take a classic line such as ‘That’s Asda Price’ and give it new relevance and meaning in culture, as well as supporting Asda’s drive to make life better for hardworking families, has been a great way to kick off our relationship. And we got to have great fun along the way – giving a baby a Yorkshire accent has to be the highlight.”
NAM Implications:
- ‘Out of the mouths of babes’ – so it’s got to be good!
- An advert (with skilled use of humour) that deserves to resonate with shoppers…
- (and not easily copied by rivals)
