Today Asda has launched its new Christmas campaign with a little help from a familiar green furry friend – the Grinch – proving Asda can convert even the biggest Christmas cynic with its outstanding product range and Asda Prices.
The 90 second brand ad, created by Lucky Generals and directed by Dexter Fletcher, will premiere on Asda’s social channels at 7am on Saturday 1st November before a 60 second version will air on TV for the first time on ITV 1 at 8.30pm in the 1% Club ad break.
Contrary to conventional Christmas approaches, the campaign remains rooted in the supermarket’s ongoing strategy, That’s Asda Price, which is centred around delivering low prices to hard-working families who demand value – even more so during the festive season.
Built on the premise that everyone has that one person in the family who can be a bit ‘grinchy’ about Christmas, the ad begins as locals mingle and shop in a Christmas market. A snowflake falls from the sky and lands on the nose of the main character – the Grinch – as he bemoans the “frightful” prices and “spenny gifts” that the festive season brings, to the tune of Let it Snow. Because he’s almost out of dough, his answer is no, no, no. Until Asda’s distant green glow, like a shining star in the sky, draws him in and starts to melt his heart.
As he walks the aisles with his human family and gleefully fills his trolley, he’s heard asking if he’s “even beginning to enjoy shopping” as the store turns into a cabaret of Christmas cheer. He is wowed by some amazing Asda Christmas products at even more impressive prices, including Chicken Sticky Skewers Frozen Party Food £2.47 and Sweetcorn Fritters £1.97, which are also available on a 3 for £5 deal, and of course the Grinch family set of pyjamas starting from just £7.
With bulging bags and a “wallet that’s no longer crying”, the party moves home, where all the people who “call him tight” can see that he’s brought the party to them that night. The ad ends with the Grinch answering the door, before he heads outside and transforms back to his human ‘dad’ self in a show-stopping finish.
Rachel Eyre, chief customer officer at Asda, said: “We know our customers love Christmas even more than most, but it’s no secret that it can also bring significant financial pressure. We wanted to lean into that truth this year in a fun and engaging way only Asda can and show our customers that we’re not taking our foot off the gas when it comes to delivering on our Asda Price promise this festive season.
“…and who better to encapsulate that than the Grinch? I’m extremely encouraged by the results from the effectiveness testing we’ve done at each stage of the campaign development and look forward to seeing the reaction from our customers and colleagues.”
Cressida Holmes-Smith, the CEO at Lucky Generals, said: “We have remained true to the brand platform this Christmas – delivering consistency for customers at a time they need it most. We’ve faced into the reality of Christmas in a fun and light-hearted way, recognising that for many families although they love Christmas and everything the festive season brings, it can be bring with it a financial burden – so there is no wonder it can turn people Grinchy. But with Asda’s prices, they don’t need to be. We wanted to tell this story in a big, bombastic, fun, entertaining modern way with songs and lights and dancing and all the trimmings people deserve from a big Christmas ad.”
As well as the brand TV ad, the campaign spans the full-suite of Asda’s marketing and PR channels, including print, out-of-home, video on demand, organic social, paid social, CRM and in-store executions, as well as activity across Asda Radio and Asda Magazine.
Along with the 60 second brand ad, a 90 second film will premiere on Asda social channels, and the Grinch will continue to pop up throughout the festive season in 30 second mission led formats, showcasing some of Asda’s mouthwatering festive foods including a Christmas dinner edit, GHS and party food selection.
