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ASDA
Grabbing Christmas by the baubles. How ASDA gave the nation the Christmas feels and won a share of their heart.

RAN IN: United Kingdom

CLIENT
Asda

AGENCY
Havas London *Lead Agency

Britt Iversen, Executive Strategy Director and Head of Strategy
Florence Sharp, Strategy Director
Jack Lewis-Barclay, Senior Strategist
Vicki Maguire, Chief Creative Officer
Dan Cole, Deputy ECD
Andy Garnett, Deputy ECD
Sam Daly, Associate Creative Director
Rob Greaves, Associate Creative Director
Dave Owen, Managing Partner
Cherith MacRitchie, Account Director


Spark


SUMMARY

This is a paper about the triumph of uncomplicated joy.
Christmas is a must-win for supermarkets, but with inflation rampant and events uncertain, 2022 was going to be hard.
As the best-value big supermarket, ASDA could have doubled down on “Christmas value”, but even in a cut-price world, shoppers didn’t want a cut-price Christmas. Nor could ASDA compete in the big-budget tearjerker advertising stakes.
Instead, we saw an opportunity to redefine ASDA in shoppers’ hearts and minds, dropping a culture-bomb of simple, feel-good optimism, driving massive growth, share and differentiation and ultimately positioning an ASDA Christmas as a proper Christmas.

CASE VIDEO


Medium Featured On Video: Cinema,Digital Mktg. – Display Ads,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,OOH – Billboards,OOH – Other Outdoor,OOH - Transportation,Packaging & Product Design,Print - Newspaper,Retail Experience: In Store,TV

Language: English