UK: Asda favours value over celebrity in Christmas ad campaign
Incorporating the slogan “You’re better off at Asda”, the campaign uses quintessential seasonal scenarios, such as making snowmen or hosting a drinks party, to showcase Asda’s products.
Two of the ads will début on Saturday (9 November) during the X Factor. The first 30-second spot, entitled ‘Snowmen’, shows a series of shabby snowmen and then one beaming snowman with a green hat and scarf, symbolising the difference between other supermarkets’ price match schemes and Asda’s, which promises to beat rivals prices by 10%. The second ad, “Wine Lovers”, focuses on Asda’s “award-winning” wine.
Steve Smith, Asda’s chief marketing officer, says the supermarket’s customers are the “driving force” behind the campaign. Rather than producing “costly” campaigns, Asda is investing in lowering prices to help make their lives easier, he says.
Source: esmmagazine.com
