Asda ploughs £300m into latest rollback campaign


By Jennifer Faull, Deputy Editor

January 6, 2015 | 2 min read

Asda has ploughed £300m – its largest ever single price investment – into a ‘Biggest Ever Rollback’ campaign for the New Year as it continues to battle with discount retailers.

The supermarket today (6 January) promised that 2,500 customer favourites and weekly essentials would be reduced in the first quarter of 2015.

The price offensive will be supported by an above-the-line campaign including TV, print and radio slots as well as social media, with a focus on different products each week over the next few weeks.

It comes as part of Asda’s five-year strategy to invest £1bn in lowering prices and £250m in quality on own-brand basket essentials as well as big brands.

Barry Williams, chief merchandising officer for food at Asda, said this latest campaign goes further than it has before with its rollback activity.

“We invest in price year round but we’re kicking off January with our Biggest Ever Rollback – spending £300m to bring more value across our stores and online on the products customers buy week in, week out.

“We’re going further than ever before, rolling back those every day, can’t live without items at a bigger percentage than we’ve ever been able to do previously.”

However, rival Aldi similarly kicked off a campaign this week to attract cash-strapped consumers.

The discounter has encouraged shoppers to 'swap your old January to an Aldi January’ in the latest instalment of its Swap and Save campaign. Via a dedicated website, shoppers can compare and track their grocery bills against Asda, Sainsbury’s, Morrisons and Tesco and then share the results on social media.


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