Supermarket Asda has launched an advertising campaign highlighting its low price commitment ahead of the Chancellor’s Budget later today.
Committing to reduce the price of everyday essentials, Asda’s Price Lock campaign follows a £100 million investment in keeping prices down on items such as bread, butter, eggs and milk as it works to “support cash strapped customers through times of austerity”, according to a statement.
Mimicking the Chancellor’s traditional appearance outside 11 Downing Street ahead of the Budget announcement, the grocer has dubbed mums ‘Chancellors of the Checkout’ following findings of its latest Mumdex report which revealed that rising costs are now three times as pressing for families as youth unemployment.
“Mums are telling us that they’re worried about the spiraling cost of living and could use our help,” Stephen Smith, Asda’s Chief Marketing Officer, said.
“They want to see consistency across the essentials their families need most, giving them the reassurance, day in day out, that by the time they reach the checkout, there are no nasty surprises.”
Running over two days to coincide with the upcoming announcement, the advert will then make way for a wider campaign emphasising the importance of discounted goods, which will see the grocer reduce prices “for a minimum of 12 weeks”.
Smith concluded: “Although the ad is tongue-in-cheek, playing on the iconic red Budget box image, at the heart of the advert and Price Lock campaign is a very serious message.
“As the UK wakes up to a sense of uncertainty ahead of today’s Budget, I hope that with our latest campaign, we can give mums a little certainty at a time when their budgets are being stretched to the limit.”