Asda has relaunched its iconic slogan “That’s Asda Price” in its latest advertising campaign.
The new creative, developed by agency Lucky Generals in its first campaign since winning the grocer‘s account, builds on the momentum of its earlier Rollback to Asda Price push, which saw more than 10,000 products reduced to a new low price.
The 30-second TV advert, titled Barnsley Baby, airs on 10 July and features a humorous twist: a baby named Gary who unexpectedly utters the campaign line in a deep Yorkshire accent at the checkout – much to the surprise of the cashier. The ad aims to show that “even babies know good honest value when they see it”.
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Two more versions of the film, directed by Brad Lubin of Another Film Company, will be rolled out later this summer. The broader campaign will span TV, digital, print, in-store, social media and PR channels.
Asda’s vice president of marketing Adam Zavalis 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.”
Lucky Generals CEO Cressida Holmes-Smith, added: “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. And we got to have great fun along the way – giving a baby a Yorkshire accent has to be the highlight.”
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