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.

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

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
Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More