Asda is jumping feet first into Summer 2024 with the launch of its latest creative campaign ‘Serious About Summer’. The playful campaign brings to life the serious business that is making the most of the Summer months, demonstrating that customers can continue to trust Asda to deliver uncompromising value when it comes to making the most of the warmer weather, from food to clothing and homes to gardens.
The fully integrated campaign features a series of tongue-in-cheek TV ads that each give their own unique take on staple summer experiences and kick off with a BBQ themed creative, complete with a ‘beach dad buckaroo’. He has all the gear and a very good idea of where he wants to pitch his family on the beach to enjoy BBQ favourites taste matched to M&S – so much so he has them traipsing through the sand for miles in the morning sun.
Throughout the Summer, customers will also see a ‘Nan-poline’ ad to highlight the retailers ‘midweek meals’ inspiration and offers, and a Sports Day themed ad showcasing that Asda has everything you could possibly need for the picnic occasion with its new range of Picnic and Deli Bites, priced at 3 for £7.
Each creative is anchored in the amusing human truths that play out in the lives of millions of families during the summer months, whilst showcasing the breadth of Asda’s offer to ensure families have everything they need to live their best life this Summer – bringing to life the strapline “Asda, that’s more like it.”
The new campaign, the latest led by Chief Customer Officer David Hills and VP Marketing Adam Zavalis, who joined Asda last year, also sees the first introduction of a new brand identity for Asda – as the next step of its broader brand strategy. Customers will get a first-look at the new look and feel throughout the Summer campaign, across TV, social media, press executions, CRM and asda.com.
The new branding is the result of extensive customer research and listening to understand how customers see Asda, what they love, and how the supermarket needs to regain its relevance and individuality in the market. Asda’s light-hearted, northern, humour and warmth – along with its iconic green – were consistently shared as the most unique traits of the brand and are reflected in its logo, typography and colour palette – adding a new dark green tone to the renowned Asda green. The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a creatively consistent way – with added personality.
Asda’s new brand creative features in the execution of its summer campaign and will be rolled out further into stores, vehicles and colleague uniform as part of the ongoing investment in Asda’s estate and assets.
David Hills, chief customer officer at Asda, said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public. We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.
“Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.”
Asda’s new brand identity and Summer campaign have been developed in partnership with Asda’s lead creative agency Havas London.
Lorenzo Fruzza, chief design officer at Havas London, added: ‘’When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels. We have worked with Asda to create a new brand identity which stands out in the market and can flex across multiple channels – ensuring it’s relevant and meaningful to its customers. It’s been fantastic to partner with Asda on this project and push the boundaries of building the brand.”
