Asda is set to invigorate Summer 2024 with the launch of its latest creative campaign, ‘Serious About Summer’. This initiative underscores Asda’s commitment to providing customers with unparalleled value, ensuring they can maximise the enjoyment of the warmer months. From food to clothing and home to garden essentials, Asda promises to be the go-to retailer for all summer needs.
A Playful Campaign with Serious Intent
The ‘Serious About Summer’ campaign is characterised by its playful approach, using a series of tongue-in-cheek TV adverts to highlight staple summer experiences. The campaign kicks off with a BBQ-themed advert, featuring a humorous ‘beach dad buckaroo’ scenario. This dad, equipped with all the necessary gear, leads his family on an extensive trek through the sand to find the perfect BBQ spot, showcasing Asda’s BBQ favourites that rival the quality of M&S.
Throughout the season, viewers will also enjoy adverts such as the ‘Nan-poline’ spot, which promotes midweek meal inspirations and special offers, and a Sports Day-themed advert that highlights Asda’s comprehensive range of Picnic and Deli Bites, available at three for £7. Each advert is rooted in relatable family scenarios, reinforcing Asda’s slogan, “Asda, that’s more like it.”
Introducing Asda’s New Brand Identity
The campaign also marks the debut of Asda’s new brand identity, a significant step in its broader brand strategy. This new look, led by Chief Customer Officer David Hills and VP Marketing Adam Zavalis, reflects extensive customer research. Asda’s northern humour, warmth, and iconic green colour were identified as unique brand traits and have been integrated into the refreshed logo, typography, and colour palette, which now includes a new dark green tone.
A Strategic Rollout Across Multiple Channels
Customers will encounter Asda’s new branding throughout the summer campaign, spanning TV, social media, press, CRM, and the Asda website. The updated identity will also be progressively introduced into stores, on vehicles, and in colleague uniforms, symbolising an ongoing investment in Asda’s estate and assets.
Leadership Perspectives
David Hills, Chief Customer Officer at Asda, commented on the launch: “The introduction of our new brand identity is a pivotal moment in our strategic evolution. Our brand holds a cherished place in the hearts of the British public, and we believe this refreshed look will help us stand out in the competitive grocery market. Our summer campaign is designed to be light-hearted and fun, yet it underscores our commitment to delivering uncompromising value to our customers.”
Lorenzo Fruzza, Chief Design Officer at Havas London, Asda’s lead creative agency, added: “Creating a new brand identity for Asda required an understanding of how brands must adapt to modern media channels. We’ve worked closely with Asda to develop an identity that is distinctive and versatile, ensuring it resonates across multiple platforms. Partnering with Asda on this project has been an exciting journey, pushing the boundaries of brand development.”
Conclusion
Asda’s ‘Serious About Summer’ campaign is a testament to the retailer’s dedication to providing value and enhancing the summer experience for British families. With its innovative new brand identity, Asda aims to strengthen its market presence and reaffirm its emotional connection with customers. As the summer unfolds, shoppers can look forward to a series of entertaining adverts and unbeatable offers, all underpinned by Asda’s renowned promise of quality and value.
