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.