George at Asda has unveiled a new campaign that aims to reposition the brand as “a destination where style and value exist together”.

Devised by creative agency Lucky Generals, it is the first time an agency has led creative across both home and fashion.

Titled ‘If you Know, You Know’, the marketing drive will launch across online video, video-on-demand, social media, digital, out-of-home, CRM, retail media and in-store. It is one of the biggest marketing investments the brand has made in recent years.

The campaign films showcases George’s products including statement vases, dinner sets and cushions.

Tom Hampson, group marketing director, said: “Everyone loves that feeling of finding something really stylish. That’s exactly what this campaign celebrates. George has always offered incredible style at outstanding value, but we know there are still people who haven’t fully discovered that yet.

“‘If You Know, You Know’ captures the confidence our existing customers already have in the brand while inviting a whole new audience to see George differently. It’s a platform that reflects where we are today and gives us the flexibility to keep building the brand for years to come.”

Ed Cole and Lewis Bostrand-Mooney, creative directors at Lucky Generals, added: “People know George for value, but they may not be aware of its on-trend fashion and stylish homeware credentials.

“Our ‘If you know you know’ platform aims to redress that balance by celebrating what our savvy fans already know: That George is the place for the fashion-forward, the style-conscious, and yes, the value seekers. If you know you know and if you didn’t know, well now you do.”

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