Asda has brought back its Rollback price proposition and famous pocket tap as part of chairman Allan Leighton’s efforts to revive the supermarket.
The grocery chain, which was the only traditional supermarket to see sales fall in the run up to Christmas, has slashed the prices of more than 4,000 products in store and online by an average of 25%.
The Rollback proposition includes items across all categories and is also available in its Asda Express convenience stores.
Asda said it will continue to add thousands of new products to Rollback at regular intervals during the year as it looks to move its entire range to a new low ‘Asda Price’.
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The supermarket has also enlisted fitness influencer Joe Wicks to front its campaign in a playful 30-second film set around a boardroom meeting that concludes with the famous ‘that’s Asda price’ strapline and pocket tap.
Asda’s executive chairman Allan Leighton said: “Asda was built upon helping hard working families save money and we’re refocussing on that mission by bringing back Rollback and Asda Price.
“We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”
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