Asda is embracing the summer season with the launch of a new brand identity and creative campaign, ‘Serious About Summer’.
The supermarket giant‘s new playful campaign aims to demonstrate it can deliver value when it comes to making the most out of the sunny weather and features Asda’s food, garden, home and clothing ranges.
Showcased across TV, social, press, in-store and online, the advert features a father contemplating where to pitch his family on the beach to enjoy the retailer’s BBQ products, but ends up traipsing through the sand for miles. Each creative ends with the grocer’s strapline: “Asda, that’s more like it”.
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Developed in partnership with creative agency Havas London, the adverts are also accompanied by new branding, that sees the grocer’s logo, typography and colour palette refreshed.
A new dark green tone has been added to the supermarket‘s traditional green colour, while the new identity also features stickers, allowing Asda to showcase its range.
Asda chief customer officer David Hills said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the Great British public.
“We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.
“Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.”
