Asda has taken on high-end luxury food retailers in its latest integrated campaign in a bid to prove shoppers don’t need to fork out more to enjoy delicious meals.
The campaign, created by Havas London, aims to prove that great quality food is for the many not the few as the supermarket pitches its food against luxury brands including Harrods, Harvey Nichols, Fortnum & Mason and Selfridges.
Produced by Havas’ AI-focused global content platform Prose on Pixels and featuring real people who are challenged to test the products, the campaign includes two 30-second adverts and activity that will run across social, PR, print and radio alongside new brand platform, ‘That’s more like it’.
Hosted by the founders of YouTube’s Sorted Food, some of the products taste-tasted include Asda’s Extra Special range of gourmet burgers, raspberry conserve and mammoth Nocerella olives, which were voted to taste better than Harrods, Harvey Nichols and Selfridges respectively.
Sorted Food co-founder, Jamie Spafford, commented that it was “great to be working with Asda on this campaign which helps to bring delicious, quality food to everyone, no matter what their budget.”
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Supporting the campaign, the supermarket has launched the UK’s first ‘FoodTok’ House’, inviting TikTok chefs and content creators to live together for a week to experiment and cook with Asda’s summer products, showcasing their quality.
“At Asda, we’re on a journey to make the quality of our food taste better than ever, and we think they taste amazing – which is why we decided to put our products to the ultimate taste test by putting them up against some of the most highly regarded brands around,” said chief customer officer, Sam Dickson.
“People tend to think that you have to spend more to get the best tasting food – but at Asda, we know that isn’t true. This campaign offers the first taste of our food revolution – proving that amazing taste and value is within everyone’s reach.”
Havas London chief creative office, Vicki Maguire said the new campaign “flips the script”.
“It doesn’t just tell the nation that when comes to quality, Asda holds its own against the very best, at an affordable price – it proves it, with the message brought to life by food experts, real people, and rigorous taste tests.”
