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Asda Doesn't Compromise with Latest Plant Based Range Campaign

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AMV BBDO created the campaign demonstrating how Asda shoppers don't need to compromise on quality, price, values and time

Asda Doesn't Compromise with Latest Plant Based Range Campaign
This week Asda’s new action-packed ad campaign titled ‘Don’t Compromise’ will hit TV screens. The humorous campaign aims to demonstrate that when it comes to quality, price, and time, at Asda there is no need to compromise.
 
Airing from the 1st January 2020, the first 30-second ad playfully captures the unnecessary and futile compromises we make in our everyday lives. In celebration of Veganuary, the ad focuses on the retailer’s new Plant Based range, catering to customers looking to reduce meat-intake without compromising on flavour or price.
 
The first tongue-in-cheek ad follows the story of couple Katie and Simon who have been compromising for far too long. It shows how the couple tried planning a weekend away, though as Katie wanted to do something adventurous, and Simon wanted luxury, they had to compromise, which left them quite literally stuck in the mud.
 
Due to the compromise they made, poor Katie and Simon didn’t get to go on holiday to the mountains, nor did they visit a luxury spa. Instead, Katie and Simon found themselves up to their necks in a muddy bog in the middle of the wilderness, needing to be winched out of their embarrassing predicament by a mountain rescue chopper.


All is not lost, as the final scene cuts to them enjoying a delicious Plant Based feast with the rescue team. The moral of the story: Don’t Compromise. And with Asda, customers never have to settle for less thanks to the Asda brand promise.
 
Andy Murray, chief customer officer at Asda explains: “At Asda, we have premium quality own brand products and branded favourites at excellent prices, all under one roof, so there is no need for our customers to settle for less. This new ad campaign brings all of that to life, mixed with the playful personality our customers know and love.”
 
The retailer will also launch a secondary campaign focusing on great value, highlighting that for the last twenty-two years, Asda has won the Grocer 33 price award focusing on the cheapest core trolley.
 
Eilidh Macaskill, vice president creative and media at Asda comments: “Through our fun, playful and optimistic brand personality, we want to encourage customers to go after what they really want, especially if that’s great value, high-quality products for all occasions.”
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Agency

Senior Director Broadcast and Production for Asda/George: Leah Spears

Senior Director Content for Asda/George: Sara Bates

Senior Campaign Manager: Rebecca Holmes

TV and Radio Planner - Broadcast: Amy Banks

Campaign Manager: Gina Booth

Campaign Planner: Amy Kennedy

Senior Manager Production Food Comms: Julia Miller

Production Co-ordinator: Ashlee Couldwell

Creative

Creative Agency: AMV BBDO

Creative Director: Richard McGrann, Andy Clough

Copywriter: Jack Smedley

Art Director: George Hackforth-Jones

Agency Planner: Sam Williams, Jack Swain

Agency Account Team: Bobie Gannon, Gemma Troup, Rhe Petgrave, Lucy D’Urso

Agency Producer: Sophie Honour, Lucia Fioravanti

Media Agency: Blue

Production

Production Company: Rouge

Director: Alex Boutell

Production Co. Producer: Tom Farley, James, Howland, Lucy Morton-Hicks

Post Production

Post-production Company: The Mill

Business Affairs: Tony Price

Audio Post-Production: Strings & Tins

Genres: People, Storytelling, Dialogue

Categories: Supermarkets, Retail and Restaurants

AMV BBDO, Thu, 02 Jan 2020 15:29:42 GMT