Asda partners with cookery school for premium Christmas

Asda has partnered with top cookery school Leiths to develop a range of premium Christmas recipes for its Extra Special Range, in a bid to attract shoppers looking to trade up over the festive period.

/n/f/y/Asdapies.jpg

It’s the first time the cookery school has teamed up with a supermarket and its chefs will be working with Asda to design festive recipes and cooking tips to help customers create “the perfect Christmas without spending a fortune”.

Asda will introduce a range of products branded “in partnership with…” to indicate the Leiths’ “seal of approval” and launch an Extra Special branded website that will host recipes and advice for Christmas cooking.

The supermarket’s Christmas TV advertising will feature Leiths chefs and a range of Leiths Extra Special products including mince pies, chocolate fondants, steak and ale pies and pate. Ads will break on 24 November.

The supermarket has been making efforts to improve the quality of its food ranges since Andy Clarke, took over as CEO in May last year and has overhauled its core own brand range under the Chosen By You brand.

Rival Morrisons recently launched its premium M Kitchen range as part of CEO Dalton Philips’ plan to improve its own brand offering.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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