Amid the increasingly difficult economic conditions, Asda has maintained its recent focus on price in its Christmas ad campaign.
The supermarket chain recently brought back the famous ‘pocket tap’ in its advertising amid a mounting price war in the grocery sector. Last month, it was reported that Asda told suppliers that it wants to reduce its product range and focus more heavily on its everyday low prices (EDLP) strategy in order to combat Aldi and Lidl.
The group’s Christmas 2020 festive campaign – Asda Price Christmas – hit TV screens this week (see below). It is centred around giving customers “the Christmas they need, at the prices they want”.
The ad sees the return of real-life Asda shopper Sunny and his family, who previously featured in the retailer’s price re-launch and Halloween campaigns. It follows the family getting ready for Christmas, bringing to life key festive themes such as gifting and the big Christmas shop as well as the range available across meat joints, party food, BWS deals and decorations, across both Asda and George.
Asda’s Chief Customer Officer Anna-Maree Shaw commented: “At Asda, we know how important Christmas is for our customers, this year more than ever before. Christmas is going to be a little different for everyone, but through our ‘Asda Price Christmas’ campaign, we want to reassure customers that everyone can have an extra special Christmas at the prices they want, which is why we’re keeping prices magically low.”
NAM Implications:
- A no-brainer from Asda…
- A pointer for all realists…
- Given its taken-over status, this means a focus on financial performance…
- …under a high-attention/profile Head Office spotlight…
- …at least for 2021.
- Time for NAMs to sharpen skills in counting cost (of everything) and demonstrating value…
- …while you still have access to the Asda P&L and Balance Sheet.
