Clothing brand George at Asda has launched a “weather-proof” Spring/Summer ad campaign as it responds to the changeable British weather, it has been announced.
Running for a fortnight, the campaign will feature a wide range of separates such as swimwear and wellies and will be broadcast across all of the retailer’s multichannel offerings.
Responding “immediately” to changes in the weather, the retailer has displayed digital advertising banners across media outlets which switch between Summer essentials and cooler weather staples.
Last year, a number of leading retailers were caught off-guard when unseasonable weather affected sales of new season ranges, though George was quick to respond, launching its Autumn/Winter range ahead of schedule, driving an increase in sales.
Launching an online shop entitled ‘Wear your Summer’ which will feature “weather appropriate style guides”, George will also work with suppliers to offer a range suitable for a wide variety of age-groups, aimed at clothing the whole family.
“Providing convenience to shoppers is a cornerstone of our mission to serve our customers better,” explained Asda’s Chief Marketing Officer Andrew Moore.
“This summer’s advertising showcases our commitment to provide the whole family with everything they require come rain or shine for the summer months.
“We have Summer covered for the UK whatever the weather.”