Supermarket chain Asda has unveiled a new campaign, building upon its Asda Price slogan.
The work is the first campaign from creative agency Lucky Generals, who won the account earlier this year.
It follows the reintroduction of its ‘Rollback to Asda Price’ marketing drive earlier this year.
The campaign will premiere on 10 July with a TV ad titled ‘Barnsley Baby’. It will also run across print, digital, social media, in-store activations and PR.
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“To take a classic line such as “That’s Asda Price” and give it new relevance and meaning in culture, as well as supporting Asda’s drive to make life better for hardworking families, has been a great way to kick off our relationship,” said Cressida Holmes-Smith, CEO of Lucky Generals.
“And we got to have great fun along the way – giving a baby a Yorkshire accent has to be the highlight.”
The 30-second spot, directed by Another Film Company’s Brad Lubin, follows a mum and her child as they shop at Asda. She counts the products as she places them on the conveyor and looks pleased at the cost of her shopping when she gets to the till. The baby, speaking in a broad Yorkshire accent, said: “That’s Asda Price”.
Two additional 30-second films will be launched later this year.
Adam Zavalis, Asda’s vice president of marketing said, “Asda Price has always been a promise of unbeatable value, and in today’s market it’s more relevant than ever. Our mission continues to be the lowest-price full-service supermarket in the country and our new campaign further cements our commitment to that.”
