Inside Asda’s decision to bring back the ‘pocket tap’
Sarah VizardAsda believes the time is right to bring back the pocket tap as it looks to champion customer concerns around financial security and build on its heritage in price.
Asda brings back the ‘pocket tap’ to promote £100m in price cuts
Sarah VizardThe focus on price comes as Asda looks to position itself to help shoppers hit by the economic impact of the coronavirus pandemic.
Asda’s outgoing marketing boss on effectiveness and being finance’s best friend
Ellen HammettIn his final interview as Asda’s chief customer officer, Andy Murray explains why being distinctive is more important than being different and how he became finance’s best friend.
Asda hires new chief customer officer amid leadership shake-up
Sarah VizardAsda’s former marketing boss Andy Murray is moving back to the US and so the UK grocer has brought in a new chief customer officer as it seeks to “serve our customers and grow our business”.
Asda tells customers ‘don’t settle for less’ in new campaign
Charlotte RogersPutting the focus firmly on its quality credentials, Asda is encouraging shoppers to resist the urge to “compromise” by shopping with rival retailers.
Asda dials up the emotion in first blockbuster Christmas ad
Ellen HammettEconometrics have played a significant role in influencing Asda’s Christmas activity this year, as the supermarket looks to add another layer of emotional storytelling and align perceptions of quality with the in-store experience.
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.
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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.
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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.