ASDA takes 10% Price Guarantee to the community
21 JUN 2011
ASDA takes 10% Price Guarantee to the community in a new campaign by Saatchi & Saatchi
Saatchi & Saatchi is to launch a new multi-channel campaign for Asda that brings its 10% Price Guarantee to the community, and captures customers’ genuine reactions to saving 10% on their weekly shopping.
The campaign is centred around a live APG (ASDA Price Guarantee) event that was held in Tamworth, Staffordshire on Wednesday 1 June and Thursday 2 June. ASDA customers were invited to attend via local stores and community groups.
The work marks a development of the brand strategy and a shift to focusing on the customers’ perspective of the ASDA Price Guarantee.
During the event, which was designed to be a fun family day out, ASDA colleagues took customers through the ASDA Price Guarantee process online. Film crews and stills photographers were present to capture the feeling people showed when they realised they had saved 10% on their supermarket shop.
The campaign, which launches on 24th June, is one of ASDA’s most integrated to date, incorporating TV, digital and radio creative by Saatchi & Saatchi; print and direct marketing by Gratterpalm, along with media buying by Carat. The majority of the content on Asda’s Facebook page will also be dedicated to the Asda Price Guarantee for the duration of the campaign.
Kate Stanners, Creative Partner for Saatchi & Saatchi, commented: “Showing real people and their real savings is the best way to communicate that the 10% ASDA Price Guarantee really is what it says on the tin... a guarantee that Asda will be 10% cheaper or they’ll give you the difference”.
Jamie Sohosky, the Head of Advertising for ASDA said: “Our latest campaign for the Asda Price Guarantee puts our customers firmly at the heart of it. By highlighting their real life experiences of using the guarantee, we're able to demonstrate the savings people make by shopping at Asda, and how those savings really begin to add up. The response from our customers in Tamworth was nothing short of fantastic - they really were the stars of the show."
Notes to editors
About Saatchi & Saatchi (SSF Group)
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands, creating powerful and profitable relationships by improving the quality and quantity of conversations that take place about these brands. Saatchi & Saatchi's clients include T-Mobile, Visa, Guinness, Carlsberg, Lurpak, Wall's and Head & Shoulders.
The Saatchi & Saatchi network has 140 offices in 80 countries and 6,500 employees. Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
