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By John Glenday, Reporter

July 25, 2022 | 2 min read

Asda clothing brand George is mounting a back-to-school drive in the dying days of summer in the form of ‘Uniform for the People.’

Promoting the supermarket chain’s affordable schoolwear range, the campaign surfaces the value and durability of its clothing while the cost-of-living crisis rages.

Visualizing this proposition in the form of a ‘money gun’ shooting currency directly into the wallets of parents, the campaign builds on last year’s ‘Arrive Like You Mean It’ push as pupils perform an impromptu grime track in the playground, with lyrics including: “Only spend what you should, you can still look good.”

Claudia Solano, head of creative for George at Asda, said: “As the cost-of-living crisis continues, families across the UK are dealt another blow when it comes to the cost of sending their child back to school, and we know our customers are re-evaluating their spend in the lead up to September.

“Dressing kids for school is a moment that should be filled with a lot of pride for parents. They want their kids to have the best of the best. Our lower price, great quality and reusable uniforms mean we can get more parents and kids ready for school than any of our competitors.”

Alastair Mills, executive creative director of Impero, added: ”The tension to be mindful of this year is that no matter how much our target audience wants to kit their kids out from head to toe, they’re under increased financial pressure. We needed to show that we’re on parents’ side by removing the stigma of shopping in a price-conscious way and showing that you can do that and still get quality schoolwear to be proud of.”

The omnichannel Asda campaign runs till the end of August across TV, video on demand, YouTube and radio.

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