Asda is price-matching both Aldi and Lidl, but chief customer officer David Hills states it is “not about” the discounters, and instead about “reassuring” its own consumers on price.
David Hills is looking to a simplified structure, and more straightforward messaging to communicate its “uncompromising value”.
Adam Zavalis is joining the UK’s third-largest supermarket chain off the back of two stints at challenger brand Aldi.
The hire comes as supermarket looks to fend off Aldi, which has been stealing share from the major supermarket brands.
While effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
Viewers appear to be responding particularly well to Christmas ads this year, with a total of seven brands already making it into the top rank.
In addition to the advert, the campaign will see the character take to in-store tannoys to make announcements and the launch of an Elf-themed range.
As UK inflation exceeds 10%, could the cost crisis fuel a boom in retail media as brands go in search of targeted promotions aimed at cash-strapped consumers?
Asda is one of the last major UK supermarkets to launch a loyalty scheme and the last of ‘big four’ grocers Tesco, Sainsbury’s and Morrisons.
As we head towards a cookie-less future and brands explore the open web, Asda’s Alex Crowe believes now is the time for retail media to shine.
Waitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.
Asda is set to invest £45m in the new budget range, as it seeks to regain its position as the UK’s second largest supermarket by market share.
Retailers including Tesco, M&S, and Asda are teaming up with other brands to create a “one-stop-shop” for consumers who are squeezed for both time and money.
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.