Asda puts focus on quality in Downton Abbey tie-up
Ellen HammettThe campaign aims to draw synergies between Asda and Downton Abbey’s focus on quality and highlight how food is at the heart of every British home.
Asda refocuses on price and customer experience following failed Sainsbury’s merger
Ellen HammettAsda plans to “accelerate” its price position and invest in new technology to improve the customer experience as it looks to position for future growth that boss Roger Burnley admits will be harder to deliver without the synergies the merger would have provided.
Faster, simpler, cheaper: How Asda’s agency ecosystem model is working
Ellen HammettAsda says it is now working on marketing activities eight weeks sooner than it was 12 months ago, with the almost year-old partnership with agency AMV already beginning to bear fruit across the business.
Sainsbury’s and Asda could be forced to sell one of the brands after merger deemed ‘bad for customers’
Charlotte RogersThe competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
Asda kickstarts supermarket festive period with adrenaline-fuelled ad
Ellen HammettAsda is looking to “capture the spirit of excitement that is bringing Christmas home” with its 2018 festive campaign, which will launch on ITV and Channel 4 this evening.
3 Comments
Asda and Sainsbury’s must balance unity with differentiation to make their merger work
Mark RitsonTo maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
Marketing Week Premium
Unrivalled coverage & practical advice
1 Comment
The branding conundrum: Balancing Sainsbury’s quality messaging with Asda’s focus on value
Ellen HammettThis week’s deal might have created the UK’s biggest supermarket group, but questions remain over how the two businesses will work together when they have such distinctive brand propositions.
Sainsbury’s CEO: The merger with Asda won’t cause brand confusion
Ellen HammettSainsbury’s boss Mike Coupe believes that just because the two brands will be owned by the same company, that doesn’t mean they can’t co-exist.
Sainsbury’s and Asda to operate ‘dual-brand strategy’ in merger that creates new supermarket leader
Ellen HammettThe deal between the UK’s second and third biggest supermarkets gives the combined entity about 31% of the supermarket sector, ahead of current market leader Tesco.
Sainsbury’s and Asda in ‘advanced’ talks over shock merger
Sarah VizardBoth brands are expected to be retained in £10bn deal that would create a supermarket group to rival market leader Tesco but is likely to raise competition issues.
Asda signs up AMV BBDO to lead new agency ‘ecosystem’ model
Ellen HammettThe appointment comes five months after Asda’s chief customer officer announced a review of the supermarket’s agency relationships as it looks to better connect with its “value-seeking customers”.
Asda puts focus on improving brand trust after sales rise
Ellen HammettThe supermarket’s turnaround is still on track but analysts suggest it will need a better USP than being the ‘third cheapest supermarket’.
M&S is the UK’s top storytelling retailer
Lucy TesserasA study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
Asda says confidence has returned to its advertising as it debuts Christmas TV spot
Thomas HobbsThe ‘big four’ supermarket has shown signs of recovery over recent months and its top marketer says confidence is returning to the brand’s advertising.