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 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.