Impero Wins George at ASDA 'Back to School' Pitch

Following a competitive pitch, George at ASDA has appointed independent creative agency, Impero, to deliver its 2021 ‘Back to School’ campaign and introduce their new range of sustainably sourced school uniforms.

Launching in Scotland in early July, then nationally at the end of July, the 360 campaign will include TV/BVOD, OOH, press, retail, radio, digital and social, with media being handled by Spark. The pitch was run through Ingenuity and Impero beat three other agencies to secure the brief.

Claudia Solano, creative content manager at ASDA says: “After a challenging year of classroom closures, remote study and social distancing, going ‘Back to School’ carries extra significance this year. Impero’s vibrant ideas and approach perfectly reflect this and will be sure to rally the nation’s enthusiasm for the new school year while memorably showcasing our new range."

Michael Scantelbury, founder at Impero says: “Following the interrupted school year that parents and kids have just had, this ‘Back to School’ could quite possibly be the most important one ever. Working with the George at ASDA team we share the same ambition to make sure the nation’s favourite school uniform retailer leads this summer."