Asda reveals first campaign since Havas appointment

Stephen Chapman's picture
by Stephen Chapman

Asda has ditched its “That’s Asda price” tagline in its first campaign since the appointment of Havas.

The Leeds-based supermarket chain appointed the agency earlier this year, following a review of its creative account, which had been held by AMV BBDO since 2018.

The “Get the Asda Price feeling” multichannel campaign launches this week, to encourage customers to “jump into Autumn.”

It will run across TV, radio, print, social, online, CRM and in Asda stores.

“When our customers talk about Asda Price, it goes without saying that that they are talking about great value, but we know that they are also talking about great service, great quality products and great colleagues,” explained Preyash Thakrar, Asda’s Chief Customer Officer.

“Get the Asda Price Feeling encapsulates all of that, and describes how we can help to make a difference to our customers, communities and colleagues every day.”

“There’s a reason why Asda has been rooted in communities up and down the country for more than half a century. It only takes five minutes in-store to realise why – whether it’s through its colleagues, community teams or the omnipresent Asda Radio, this is a brand with personality by the trolleyful,” added Vicki Maguire, Chief Creative Officer at Havas London.

“We wanted to unlock that by treating the store as a stage, vividly bringing the ‘Asda Price Feeling’ to life to help an iconic brand get its mojo back. This is shamelessly fun, feel-good advertising, and we’re so excited to see where this creative platform takes us.”

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