The grocer hopes customers haven’t tired of ads featuring singing animals, as its Easter campaign focuses on the Beat Not Match policy.

Asda's Easter advert

Will the public ever tire of TV ads featuring dancing, singing animals? Asda hopes not, judging by the performing chick that’s centre stage in the latest ad from the supermarket’s Beat Not Match campaign.

Moving on from its scarecrow and snowman ads, the grocer features fluffy ‘awwwwww-inspiring’ chicks in its Easter effort, which highlights the opportunity for customers to check the cost of their comparable grocery shopping at Asda and its main competitors, promising to give them the difference if Asda is not 10% cheaper.

In the run-up to this key trading period, Asda is focusing on beating, rather than matching, rivals’ prices. It says the latter is a tactic its competitors rely on. The 30-second ‘Something to tweet about’ ad by VCCP shows the Asda chick dancing to the beat of 1980s disco track Funky Town, moonwalking, sliding and tapping its toes, while three other chicks – representing Asda’s competitors – stick to chirping, with the voiceover to the effect that the first three chicks are “all singing to the same tune”.

The grocer has also designed an interactive tool, as part of a social media campaign, allowing people to create their own personalised chick.

Asda is appealing to value-seeking consumers in a quirky way. But does this advert set it apart? It’s hard to shake a sense of deja vu when it comes to all-singing, all-dancing animals with mobile brand Three having beat Asda to the post with its dancing horse and singing kitty.

Luckily for the grocer the focus on price is likely to ensure the message penetrates.