Asda, has named its new creative and media agencies, following a competitive pitch.
In the multi-agency process, it chose Lucky Generals as its new agency partner. It will replace Havas from May.
Lucky Generals has offices in London and New York, but is a well known name in the North, working with major brands, including the Co-op and a long-time relationship with Taylors of Harrogate.
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Asda stated that it chose Lucky Generals for both the supermarket and George fashion and home brand, because it was impressed by the agency’s ideas to show how Asda can deliver on its key mission – “delivering uncompromising value for hard-working families.”
“This is a pivotal moment for two of Britain’s greatest consumer champion brands – brands that deserve to be right in the heart of the nation at a time when things in Britain are genuinely tough,” said Cressida Homes-Smith, CEO at Lucky Generals.
“We love the palpable sense of energy, enthusiasm and determination the Asda and George bring, and there has been a natural and positive relationship between us since the very first meeting. We’re genuinely grateful for the honour and opportunity and can’t wait to get our sleeves rolled up and put these brands back where they belong.”
Asda said that it wanted to “place on record its thanks to Havas for its hard work and contributions over the years.”
Havas has worked with the group since 2021, and helped it move from its “That’s Asda price” tagline.
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The supermarket has also retained Publicis Media’s Spark Foundry as its media agency, this will extend an 8 year relationship.
“We set off on this journey to ensure we have the right partners in place to support Asda’s objectives to offer uncompromising value to our customers and with a key focus on the ‘Asda DNA’ that really resonates with our customers,” said Adam Zavalis, Vice President, Marketing at Asda.
“We are really pleased to have identified Lucky Generals as our new creative partner whilst retaining Spark as our media partner and look forward to working together to bring Asda’s personality to life for our customers.”
