Asda’s latest creative campaign ‘Serious About Summer’ also reveals a new brand identity. The new campaign covers Asda’s summer offerings in the food, clothing, homewares and gardens sections via a series of tongue-in-cheek TV ads. With each advert looking at one of the staple summer experiences, kicking off with a BBQ themed creative, complete with a ‘beach dad buckaroo’ and ending with the new strapline “Asda, that’s more like it.”
Throughout the Summer, Asda customers will also see a ‘Nan-poline’ ad to highlight the retailers ‘midweek meals’ inspiration and offers, and a Sports Day themed ad showcasing Asda’s new range of Picnic and Deli Bites.
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.
Asda’s new campaign uses light-hearted, northern, humour and warmth, along with its iconic green and a new dark green tone added to the colour palette. The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a creatively consistent way.
The new branding is the result of extensive customer research on what Asda shoppers love about the brand, and how the supermarket needs to regain its relevance and individuality in the market.
