Retailer launches playful campaign and debuts new look for the brand

Asda has launched a light-hearted summer campaign as part of a wider brand revamp.

The supermarket this week unveiled its playful new campaign, ‘Serious About Summer’, which aims to bring to life the serious business that is making the most of the summer months. Its key message is that customers can continue to trust Asda to deliver uncompromising value when it comes to making the most of the warmer weather, from food to clothing and homes to gardens. 

The fully integrated campaign features a series of tongue-in-cheek TV ads that each give their own take on staple summer experiences and kick off with a BBQ-themed creative, complete with a ‘beach dad buckaroo’.

The dad has all the gear and a very good idea of where he wants to pitch his family on the beach to enjoy BBQ favourites taste matched to M&S – so much so that he has them traipsing through the sand for miles in the morning sun.  

Throughout the summer, Asda customers will also see a ‘Nan-poline’ ad to highlight the retailer’s ‘midweek meals’ inspiration and offers, and a Sports Day-themed ad showcasing that Asda has everything you could need for the picnic occasion with its new range of Picnic and Deli Bites, priced at three for £7. 

Asda explained that each creative is anchored in the amusing human truths that play out in the lives of millions of families during the summer months, while showcasing the breadth of Asda’s offer to ensure families have everything they need to live their best life this summer, and bringing to life the strapline “Asda, that’s more like it.” 

New brand identity

The new campaign, the latest led by chief customer officer David Hills and VP marketing Adam Zavalis, also sees the introduction of a new brand identity for Asda, which the group said is the next step of its broader brand strategy. Customers will get a first-look at the new look and feel throughout the summer campaign, across TV, social media, press executions, CRM and    

The new branding is the result of extensive customer research and listening to understand how customers see Asda, the retailer said - what they love, and how the supermarket needs to regain its relevance and individuality in the market.

Asda’s light-hearted, northern, humour and warmth – along with its iconic green - were consistently shared as the most unique traits of the brand and are reflected in its logo, typography and colour palette, which adds a new dark green tone to the renowned Asda green.

The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a creatively consistent way, with added personality.   

Asda’s new brand creative features in the execution of its summer campaign and will be rolled out further into stores, vehicles and colleague uniform as part of the ongoing investment in Asda’s estate and assets.  

David Hills, chief customer officer at Asda, said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public. We hope this new look and feel will help us stand out in the grocery market - bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.

“Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.”

The new brand identity and Summer campaign have been developed in partnership with creative agency Havas London.