Asda appoints McCain marketing chief

Asda has appointed McCain Foods’ marketing director Simon Eyles to the role of head of private label marketing.

Eyles will join the supermarket next month and report to director of brand communications Katherine Paterson. He will oversee Asda ranges including Extra Special and Smart Price.

Eyles has been marketing director at McCain since 2007 and led on the “It’s all good” brand positioning including last year’s Beattie McGuiness Bungay created “Chips as chips should be” television campaign for its Home Fries brand.

McCain says it is currently seeking a replacement for Eyles and that Sue Jefferson, prepared foods business unit director, will oversee marketing in the interim.

Eyles’ appointment follows Asda’s recent senior management reshuffle which saw marketing director Rick Bendel promoted to chief marketing officer.

The supermarket has been increasing its share of the market recently with latest figures from TNS Worldpanel showing its share grew by 8.8% year on year in the 12 weeks to February 22.

Earlier this month, Asda launched a Youtube channel offering money saving tips in a bid to emphasise its value credentials.