Asda launches mock-Budget promotion campaign

Asda is launching a mock-Budget advertising campaign, called Price Lock, which aims to highlight its commitment to maintaining low prices on essential items, such as milk, bread and butter.

The TV ad launches today, coinciding with the Budget, and mimics the iconic scenes traditionally seen outside 11 Downing Street on Budget day, with an Asda mum, as "Chancellor of the Checkout", holding a red lunch box in one hand.

Shot on the steps outside the front door of a typical terraced house, the campaign highlights the fact that the supermarket is locking the prices of "essentials" for a minimum of 12 weeks, and maintains that Asda mums can continue to remain optimistic in times of austerity.

Stephen Smith, chief marketing officer at Asda, said: "Although the ad is tongue-in-cheek, playing on the iconic red Budget box image, at the heart of the advert and Price Lock campaign is a very serious message.

"As the UK wakes up to a sense of uncertainty ahead of today's Budget, I hope that with our latest campaign, we can give mums a little certainty at a time when their budget are being stretched to the limit."

The mock-budget TV campaign will run today and tomorrow, and will be followed by a fresh iteration of ad in April. It will be supported by a press campaign.

The launch of the campaign comes amid a heated price battle between the major supermarkets. Yesterday, Sainsbury's chief executive Justin King hit out at Tesco's rival price-match scheme.

Price Lock is an extension of the £100m investment made in 2012 by Asda to reduce prices on items such as butter and milk.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published