Asda Easter Campaign credited as great success

Industry News By Rhys Little, 20th May 2014

Asda are pleased to announce that their Easter campaign was a total success.  The Easter campaign named #EasterChick combined a TV advertisement and social media in a way that gets viewers dancing about along to the beat of new prices.  It also had an extra feature on their app, allowing the audience to create their own personal dancing chick with a selected backing track.

Asda have reported a 0.1% rise in like for like sales in the 15 weeks up to 20 April, with the help of strong Easter trading.  They are now narrowing the price gap between competitors such as Aldi, and are performing ahead of Morrisons, Tesco and Sainsburys according to the latest report from Kendar Data.

Asda chief executive Andy Clarke stated that: “We were clear winners of Easter and our external messaging was a key part of that. It’s a combination of what we are doing internally and what we are showing externally as well”. The ad campaign captures a large  sense of fun and brings Asda’s personality into their advertising.

The ad was created by VCCP (a full service creative agency) which strongly supports Asda’s five year strategy to redefine value retailing in the UK, by focusing on price, range and quality.  At the end of 2013 the retailer announced plans to invest £1.25 billion in price and quality by 2018.

We wonder if other retailers will copy this style of marketing for future campaigns.