Asda has replaced its blockbuster Christmas ad with an episodic series of campaigns that use data and targeted media buying to predict and deliver against shopper needs in the run up to Christmas.
The campaign, dubbed ‘Christmas made Better’, moves away from conventional retailer activity by depicting the many individual moments that make up the festive period rather than focusing solely on Christmas day itself, through a collection of 26 different moments in 22 ads.
These gradually build up anticipation towards the big day, by following the customer journey and tapping into consumer trends at certain moments in the Christmas calendar, while showing how Asda products slot into this. It is part of Asda’s revamped customer-centric approach, using insight to steer the marketing direction, first employed in September for its ‘That’s Better’ campaign and in its Halloween campaign ‘Do Halloween your Way’.
The first ad aired during the much sought after Coronation Street ad break on Monday (7 November), which targeted those viewers with an ad focused on its range of food products.
Andy Murray, chief customer officer at Asda, said: “We know our customers want the special premium Christmas products without paying the premium price.
“There has been a huge amount of investment into the freshness, quality and price of our Christmas range, which is highlighted by the number of awards our food has received in recent weeks.”
“Most importantly, our price points, our range, and high quality offering underpins our whole campaign - ‘Christmas Made Better.”
TV ads will run alongside OOH, in-store, POS, and digital executions. Social media will also be used to reach audiences and share some of the most popular lines. James Martin, the supermarket’s brand ambassador, is set to share his picks from the range, the stories behind the products and offer customers cooking hints and tips for the festive season.
The integrated campaign has been created by Saatchi & Saatchi London and Blue 449.
View more of this year’s Christmas advertising campaigns here.