Supermarket chain Asda is celebrating its price-conscious ‘Rollback’ initiative with a new campaign featuring TV fitness personality Joe Wicks at Margate’s Dreamland amusement park.

Created by London-based marketing agency Cow, the work will see Wicks front a supermarket-themed roller disco in which skaters will be able to take to the rink and fill baskets with products in a ‘Supermarket Sweep-style event.

Taking place both today (7 February) and tomorrow (8 February), the event will allow shoppers to make their way around a replica Asda shop floor, ticking-off as many Rollback items as possible off their shopping lists during each 45-minute session.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“I’m so excited to don a pair of skates and take to the rink to celebrate the return of Rollback. Supporting families to be able to access and cook low-cost, simple meals is hugely important to me and Rollback facilitates exactly that,” said Wicks.

“I’m looking forward to helping people discover the fab product offers and also provide some recipe inspiration to help turn the amazing deals into dishes.”

Shoppers who are successfully able to tick-off all the items from their pre-prepared shopping lists will be in with a chance to win hundreds of pounds worth of Asda vouchers, with some winning spot prizes worth up to £50.