Fallon 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).