George at Asda has unveiled its next back-to-school campaign to promote the supermarket’s affordable school-wear in light of the cost-of-living crisis.
Airing on 23 July, the campaign intends to show parents that George at Asda ‘has their backs’, with a range of uniforms designed to deliver ‘great’ value and durability for kids returning to school in September.
The news comes a month after Netflix show Stranger Things brought the Upside Down to Asda to celebrate the series’ first partnership with the supermarket’s fashion brand George.
The ‘Uniform for the People’ 30-second ad sees a squad of children promote a new affordability message with a ‘whole lot of swagger’.
Performing over a grime track, the young students deliver catchy lyrics with important messages such as “Only spend what you should, you can still look good, school’s for everyone – I’d go all day if I could”.
READ MORE: Asda plans to invest £73m into tackling the cost of living crisis for its customers and colleagues
Parents also have a cameo too, when a pupil uses a “money gun” to shoot savings straight into their wallets as they ‘keenly’ wait at the school gates.
The supermarket’s advertisement aims to be a ‘disruptive’ omni-channel campaign for George that pushes both affordability and quality when it comes to school uniforms.
“As the cost of living crisis continues, families across the UK are dealt another blow when it comes to the cost of sending their child back to school, and we know our customers are re-evaluating their spend in the lead up to September,” George at Asda head of creative, Claudia Solana, said.
“Dressing kids for school is a moment that should be filled with a lot of pride for parents.”
The initiative was created and led by creative agency Impero.
Executive creative director for the agency, Alastair Mills, added: “The tension to be mindful of this year is that no matter how much our target audience wants to kit their kids out from head to toe, they’re under increased financial pressure. We needed to show that we’re on parents’ side by removing the stigma of shopping in a price-conscious way and showing that you can do that and still get quality schoolwear to be proud of.”
Click here to sign up to Marketing Beat’s free daily email newsletter
