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Asda

Asda launches first TV ad campaign for George Home

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By Natalie Mortimer, N/A

March 28, 2014 | 2 min read

Asda is set to today (28 March) air its first ever TV ad campaign for George Home to coincide with the brand’s launch both in store and online.

Kicking off with a primetime TV ad tonight on ITV, Channel 4, Five and Sky, the campaign, created by Fallon with Carat as media buyer, is entitled ‘Make Way for George Home’, and will focus solely on homeware and furnishings to introduce the new brand to customers.

Running for three weeks, the ‘tongue in cheek’ ad campaign presents solution-based ideas for when ‘those little accidents happen’ that makes updating the home and replacing broken items quick, easy and affordable.

CMO Andrew Moore said: “We recognized a gap in the market for a retailer to offer stylish, fashionable and high quality homewares at great prices. It made perfect sense to combine George’s brand power and know how with our already successful homeware business.

“It represents a huge opportunity for us in the homeware market. Customers will get great quality and impeccable design at Asda prices.”

The homeware market in the UK is currently worth £250m and the launch forms part of Asda’s five-year strategy to redefine value retailing in the UK.

Over the next five years the brand plans to invest £1bn into pricing and £250m into quality, style and design, while expanding access to Asda for customers across the UK, both through physical store development and online investment.

The campaign will be supported by a five-week digital, print and social media plan and for the first time will include the placement of digital ads across high footfall London underground stations, including Oxford Circus and Euston.

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