Asda pocket tap ad to launch tomorrow

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.

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. 


John Lewis launches 1.5m spring/summer campaign

Marketing Week

John Lewis is launching an advertising campaign aimed at “reinforcing its fashion and home credentials” tomorrow (March 20). The £1.5m campaign created by Lowe is timed to launch the spring-summer collections. The fashion campaign will feature model Karen Elson and will appear in magazines including Marie Claire and Vogue, in addition to national press, and […]

UK ad spend drops nearly 10% in final quarter

Marketing Week

Total UK advertising expenditure fell by 3.9 % in 2008 but plummeted 9.6 % in the fourth quarter. Newspapers have seen the biggest drop in adspend, down 12 % on 2007, continuing a trend which saw adspend drop 0.3 per cent in the previous year. In contrast, Cinema has shown itself to be the most […]

Vizeum wins Teletext search business

Marketing Week

Vizeum has consolidated its hold on the Teletext Holidays media account by winning the company’s £3 million search business from The Search Works. Vizeum already handles the bulk of Teletext’s media account. Teletext marketing director Ash Makkar says: “We need a partner that can help us understand, plan and execute all of the opportunities on […]