Supermarket Asda has brought back its famous “pocket tap” theme and jingle in a bid to reinforce its value credentials and benefit from consumer enthusiasm for “nostalgia” marketing and brands.
The new Fallon-created ad will be unveiled tomorrow (March 18). It will feature Asda staff tapping their back pockets alongside the original jingle but will feature the “saving you money everyday” strapline.
The Asda theme first appeared over 30 years ago and featured celebrities, including actress Julie Walters and footballer Michael Owen, tapping their back pockets to show change left over, alongside the “That’s Asda Price” slogan.
The theme has not been used since Rick Bendel took over as marketing director from then incumbent agency Publicis, who he replaced with sister agency Fallon.
Staff and customers will be recorded doing a synchronised ‘pocket tap’ at 2pm on Wednesday and posted on the newly launched Asda TV as part of the campaign launch.
The move follows a raft of changes in the marketing team at Asda. Fallon partner Mark Sinnock has been poached as Marketing Director following Bendel’s promotion to chief marketing officer last month.