The ad is the first launched under the leadership of chief customer officer Meghan Farren, who wants customers to “make every moment spectacular” this festive season.
The supermarket is ditching its ‘That’s Asda Price’ tagline a year on from its launch to show how it “makes a difference” to customers’ daily lives.
KFC’s UK and Ireland CMO will take over the chief customer officer role at Asda in October.
Tesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
Asda has chosen to focus on price this Christmas in a campaign that sees the return of its Asda price positioning and pocket tap.
Asda 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.
The focus on price comes as Asda looks to position itself to help shoppers hit by the economic impact of the coronavirus pandemic.
In 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’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”.
Putting the focus firmly on its quality credentials, Asda is encouraging shoppers to resist the urge to “compromise” by shopping with rival retailers.
Econometrics 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.
The 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 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.
Asda 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.
The 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”.