Today sees the launch of ASDA’s Easter campaign, Flavour Hunt, featuring a magical egg hunt which reveals the ‘Easterlicious’ foods and indulgent flavours on offer at the retailers’ stores and online.
The 40-second TV execution from Havas London sees two children transported to a fairy tale Easter Bunny’s cottage where they discover ASDA’s extraordinary range of Easter goods, from bunny-shaped crumpets to Tickled Pink hot cross buns and Extra Special chocolate eggs.
The ad opens with the two children sporting bunny ears while lounging on the sofa as their mum walks in carrying two bulging ASDA shopping bags. Set to a bouncing cinematic soundtrack ‘Flavour Hunt’, composed especially for the campaign by Soho Music Publishing, in true fairy tale style the children climb inside the bags to emerge into a magical Easter Bunny cottage. As they explore the rooms on the hunt for chocolate eggs, they discover an array of delicious ASDA treats in the wondrous, enchanted setting. With the familiar tap of the back pocket, the children return to their kitchen where they sit down for a traditional roast dinner with their family.
Vicki Maguire, chief creative officer at Havas London, says: “Easter wouldn’t be Easter without an egg hunt, and this year we’ve given ours an upgrade with this fairy tale hop around the Easter Bunny’s cottage. We wanted to capture the inherent sense of excitement and discovery Easter holds for kids, bringing it to life through Asda’s range of incredibly fun Easter products…and a little sprinkling of magic.”
Stephi Brett-Lee, senior director, Asda Brand, ASDA says: “We want to help our customers enjoy a flavour filled bank holiday weekend this year, and our campaign showcases that Asda has something to help make every Easter celebration magical. We have everything from delicious treats such as our hot cross bun selection and Extra Special chocolate eggs, to the traditional Easter roast offering, all at great Asda prices.”
The fully integrated 360° campaign was created by Dan Cole and Andy Garnett at Havas London, with the 40” TVC directed by Owen Trevor of Rattling Stick. Along with a striking OOH campaign, there will also be radio, print and online executions inviting the nation to discover a world of Easterlicious foods and indulgent flavours.
The campaign launches on TV from 1 April, running until 16 April. Campaign Media planning and buying is by Spark.