The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

April 8, 2014 | 2 min read

This Easter Asda is introducing Asda Chick to the world, part of the supermarket chain’s on-going ‘Beat Not Match’ marketing push.

Building on the recent Snowman and Scarecrow iterations, the latest campaign uses Easter chicks to highlight Asda’s commitment to beating its rivals rather than just matching them on price.

The 30 second ‘Something to tweet about’ creative opens with the camera panning across three Easter chicks sitting outside their different coloured birdhouses ending on the last, slightly bigger and better green birdhouse, pulsating to the sounds of 80s disco classic ‘Funky Town’.

Then out pops Asda Chick who grooves along with the beat showcasing his dancing skills. Asda Chicks bigger and more impressive display seeks to reinforce the messaging of Asda’s Price Guarantee that its customers will always be 10 per cent better off.

“Easter has always been a time for celebration, with families all over the UK getting together to share in the occasion. Our latest ad captures this sense of fun and brings a little of Asda’s well-known personality to our advertising, this time in the form of a dancing chick,” explained Adsa chief customer officer, Stephen Smith.

Created by VCCP, Asda Chick and three additional TVCs related to Easter will champion the quality of Asda’s hero items supporting the supermarket’s five-year strategy to redefine value by championing price, quality and range.

The new ad will be supported by an integrated social media campaign inviting fans to create their own personalised chick by choreographing their chick’s moves and selecting the accompanying track on a bespoke site due to launch this week. Users will then be able to share their Asda Chick online using the #AsdaChick hashtag.

Asda

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