Asda unveils ‘tongue in cheek’ campaign for homeware launch

Asda has launched a “tongue in cheek” campaign for the launch of its new homewares brand, George Home, as it looks to position the brand as the ‘go-to’ destination for ‘style and quality at affordable prices’.

Video: Asda introduces the George Home brand


The “Make Way for George Home” campaign kicks off today (28 March) with print ads and a TV spot that presents solutions for when “little accidents happen”, which is set to air for the first time this evening. Created by agency Fallon, it features a woman “accidentally” breaking plates and destroying bed linen so she can replace them with products from the George Home range.

The TV campaign will run for three weeks, supported by a five-week digital, print and social media plan. There will also be outdoor digital ads at London Underground stations including Oxford Circus and Euston.

Asda claims the launch of George Home marks a first for the retail industry because it aligns homewares under the supermarket’s fashion label. The collection includes 4,500 products that have been split into three sub-brands based around “good”, “better” and “best” and are available in store, as well as via a dedicated online store that will act as the brand’s flagship offering exclusives and style inspiration.

George Home’s chief merchandising officer Andrew Moore says: “It made perfect sense to combine George’s brand power and know-how with our already successful homeware business. It represents a huge opportunity for us.”