It might not feel like it, but it is five years since the pocket tap last graced our screens in an Asda advert and even longer since it was accompanied by the infamous jingle and ‘Asda Price’ strapline.
Yet as Eilidh MacAskill, Asda’s vice-president of creative and marketing, points out, for many customers and staff “it never really went away”.
“Even though we weren’t using it, we were aware we had this chain in our armoury that was very potent in terms of signalling value,” she says, speaking exclusively to Marketing Week.
“It felt like bringing back comfort food. It felt like the right time to be bringing back something that has so much heritage and so much legacy and make it right for this moment. It felt like a gift for everyone, albeit what’s been really important is we are respectful to those assets but still modernise it to make it relevant for now.”