LONDON - Asda has launched a new poster campaign by Fallon, which will use real people rather than celebrities.
In the past, Asda has relied on famous faces including Coleen Rooney, Julie Walters and Sharon Osborne.
But the latest campaign features female nurses and doctors to model the George range.
Fiona Lambert, George brand director, said: "There will always be an argument for using celebrities and big names in fashion.
"However, our customers are telling us its time for a change, it feels wrong to spend money on a celebrity endorsement when times are tough and money is tight."
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events
Become a memberGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
