Asda is launching a new campaign which is set to build on the meaning of its long-running “Asda Price” slogan, ensuring it resonates with hardworking families today and makes it a compelling promise that they can engage with.
The campaign, “THAT’s Asda Price,” is the first work for the Leeds supermarket giant by creative agency Lucky Generals, who won the Asda account earlier in the year.
‘That’s Asda Price’ is one of the most recognised retail lines in the UK and has always been a promise to hardworking families. But following the retailer’s reintroduction of its Rollback to Asda Price campaign earlier in the year, which has since seen over 10,000 products move to a new, low Asda Price, Asda is doubling down on that promise. The new ‘THAT’s’ campaign is giving it new meaning and status in culture by really showing families what it means for them today, in a way that is unique to Asda.
The campaign will run across multiple channels, with the first TV ad, Barnsley Baby, launching on the 10th July.
In the 30-second film Barnsley Baby, a mum and her baby, Gary, are shopping at Asda. Gary watches as Mum fills the trolley. She counts the products out as she places them on the conveyor in an animated voice, “that’s one, that’s two, that’s three,” and looks pleasantly surprised at the low cost of her weekly shop when she gets to the till. “That’s good”, she says.
Gary the baby then does more than pleasantly surprise the shocked cashier, by saying the infamous line in a broad, deep Yorkshire accent, “That’s Asda Price”, showing that even babies know good honest value when they see it.
Two other iterations of the 30” ad, directed by Brad Lubin of Another Film Company, will launch later in the summer. 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 said: “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.”
