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Asda looks to quality with Downton Abbey partnership


Asda has made a move away from its traditional focus on price and quality, with a new Downton Abbey advertising campaign.

The Leeds-based supermarket has produced a commercial, based in the Downton Abbey kitchens, which will run ahead of the drama’s cinematic release.

The 30-second spot features Downton cook, Mrs Patmore (Lesley Nicol) as she gets ready for the arrival of the Royal family.

“Mrs Patmore knows that every great meal starts with great ingredients,” explained Eilidh Macaskill, Vice-President of Creative Media at Asda.

“At Asda, we aim to provide customers with delicious, low-cost meal ideas that don’t compromise on quality and are simple enough to fit around even the busiest of schedules.”

The main advert will be supported by two shorter, product-focused ads.

In April last year, Asda appointed AMV BBDO as its lead agency, heading up, what it called an “ecosystem model”, where a number of specialist partners would work across specific brands. It came following the arrival of Andy Murray as Chief Customer Officer.

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