Fallon revives Asda ‘pocket tap’ to cash in on consumers’ nostalgia

asdaFallon has resurrected the famous Asda “pocket tap” and well-known jingle in its latest execution for the supermarket.

The campaign has been devised in a bid to reinforce the chain’s value credentials and to benefit from consumer enthusiasm for “nostalgia” marketing and brands.

The ad will be unveiled today (Wednesday) and features Asda staff tapping their back pockets alongside the original jingle but will feature the “saving you money everyday” strapline rather than the historic “that’s Asda price”.

As part of the campaign, staff and customers will be recorded doing a synchronised “pocket tap” at 2pm today with footage posted on the recently launched Asda TV.

The Asda theme appeared more than 30 years ago and has featured celebrities, including actress Julie Walters and footballer Michael Owen, tapping their back pockets to show change left over.

The theme has not been used since Rick Bendel took over as marketing director in 2006. He joined from then incumbent agency Publicis, who he replaced with sister agency Fallon.

The move follows a raft of changes in the marketing team at Asda, most notably the appointment of Fallon partner Mark Sinnock as marketing director following Bendel’s promotion to chief marketing officer (MW February 17).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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