Asda plans television ads for children’s fashion brand

Asda is launching its first range of children’s fashion-wear under the
George Must Haves brand with a heavyweight national television
campaign.

The campaign for the launch has been filmed in Cape Town and created by
the retailer’s former ad agency P…

ASDA%20%20national%20campaignAsda is launching its first range of children’s fashion-wear under the George Must Haves brand with a heavyweight national television campaign.

The campaign for the launch has been filmed in Cape Town and created by the retailer’s former ad agency Publicis last year. The agency lost Asda’s £45m account to sister Publicis Groupe agency Fallon in January after 18 years as the incumbent.

The ads premier on March 28 and will run until Easter Monday. They feature the song "Checking it Out" by Lil Chris and show kids dancing in different scenarios, including girls skipping in a hallway and boys dancing next to a baseball court.

The television ads will also be supported by national press ads and a comprehensive in-store point of sale campaign.

The range launches in stores next week and is aimed at children aged four to 12 years old.

Asda first launched the George Must Haves range last summer. An autumn TV ad fronted by Coleen McCloughlin, the girlfriend of footballer Wayne Rooney, led it to being the most successful launch in George’s 16-year history.

Rick Bendel, group marketing director, says/ "The Must Haves range is the most successful we have launched under the George brand." Bendel says the range has been designed for children who are active and "love fashion", and the ads will reflect that.

The retailer claims around one in ten items of clothing worn in the UK has a "George at Asda" label.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here