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By John Glenday, Reporter

August 29, 2019 | 2 min read

Asda is challenging its mass-market perceptions by partnering with the well-heeled Downton Abbey household to prove that it has everything you could want for even the grandest of dinners.

The cross-channel campaign brings the cast of kitchen stars to life in the formidable presence of Mrs Patmore who gives her all to the back of house preparations for a Royal Visit by rustling up a succulent joint of roast beef.

Eilidh Macaskill, vice president of creative and media at Asda, commented: “Downton Abbey is world-renowned for its wonderful kitchen, stunning feasts and a head cook who only accepts the best.”

“Mrs Patmore knows that every great meal starts with great ingredients. At Asda, we aim to provide customers with delicious, low-cost meal ideas that don’t compromise on quality and are simple enough to fit around even the busiest of schedules.”

The 30-second piece will premiere tomorrow at 8:30 p.m. on Channel 4 ahead of Downton Abbey’s big-screen debut on 13 September.

Asda will follow-up on this activity with two shorter commercials to be aired throughout the autumn, both of which will showcase the retailer’s range of branded family treats. |Further support will be provided in the form of social, out-of-home and owned channel activity from 1 September.

The camapaign comes in the wake of a failed mega-merger between Asda and Sainsbury's.

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