Asda is continuing its quest for a #foodrevolution by partnering with popular Sky TV series Never Mind the Buzzcocks for a series of blind taste tests, aimed at highlighting the quality of its food.
The retail giant has tasked comedian Judi Love and Buzzcocks regular panelist Jamali Maddix to take part in a series of taste tests, along with YouTube food community Sorted Foods.
The ‘Taste Match’ campaign aims to challenge brand perceptions and target secondary shoppers by demonstrating the high quality of Asda products, with films showing the group giving their honest opinions on the supermarket giant’s products, comparing them to equivalent lines from Marks & Spencer.
Showcased across linear and on demand Sky Media channels, the adverts will be placed strategically during key show breaks and feature a QR code, driving views to the online longer-form content.
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Asda’s media agency, Spark Foundry, handled the media planning and buying, with SPP Media managing the partnership, and content production by Sky Media Commercial Production.
“We’re incredibly proud to launch our Taste Match campaign and prove that great quality doesn’t have to come at a price. In thousands of blind taste tests, 100s of Asda products were found to be as tasty, or even tastier, than M&S,” said Asda senior director of brand communications, Stephi Brett-Lee.
“Never Mind the Buzzcocks gave us the perfect platform to showcase some of these products and conduct Taste Tests in a fun and engaging way with some completely impartial guest celebrities.”
Sky Media director of planning Sarah Jones commented: “We’re thrilled to work with Asda on such a fun, engaging campaign.
“Through a first-of-its-kind partnership with Never Mind the Buzzcocks, Asda are brilliantly harnessing the power of TV with social to put a spotlight on the quality of their products.”
Spark Foundry UK managing partner, Kat Broomhead, added: “This campaign aligns quality video content – harnessing one of Sky’s leading shows and talent – with quality food, putting it to the test.
“The taste test is a brilliant way to leverage the power of TV and brand socials, and help shift key perceptions of the brand among a wide audience.”
The campaign follows Asda’s social media film earlier this year which saw the retailer’s products go head-to-head against luxury brands including Harrods, Harvey Nichols, Fortnum & Mason and Selfridges.
