Between the Lines: Could comics revive Asda?

Asda's decision to replace Sharon Osbourne with Victoria Wood and, possibly, Paul Whitehouse as the new faces of its advertising (page 1) will no doubt be viewed by some as a like-for-like swap.

Of course, it's unfair to criticise a campaign without having seen it. Fallon is, after all, the Agency of the Year, so the chances are it could be pretty good.

But Fallon will need to ensure that its efforts in turning around the marketing, the culture and the perception of Asda go way beyond a mere change of personnel in front of the camera if it wants to reignite the supermarket's fortunes.

Turning the tide on Tesco and Sainsbury's is a mammoth advertising challenge, the success of which will be revealed at the checkout, not on TV.

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