Asda’s George clothing brand has today launched a new advertising campaign which highlights its plan for “weather-proofing the nation” and reacts to unseasonable conditions.

The ‘Wear your summer’ campaign, which runs across TV, print, outdoor and online, features digital advertising banners respond immediately to changes in the weather. The adverts switch between summer clothing and swimwear in warm weather to long sleeves, waterproofs and wellies when the weather takes a turn for the worse. 

The outdoor campaign aims to showcase the retailer’s versatility in reacting to the weather by offering both warm and cold weather clothes depending on the weather.

The marketing strategy follows last year’s changeable summer weather in which George claimed it responded “quicker than any other retailer to unpredictable conditions” in immediately changing stock and bringing forward autumn/winter lines when temperatures dropped.

The retailer last year acquired the sourcing arm of Turkish supplier Gaat from the Türkmen Group bringing some of its clothing supply closer to the UK from the Far East and shortening lead times.

Asda chief merchandising officer for general merchandise and George Andrew Moore said: “Providing convenience to shoppers is a cornerstone of our mission to serve our customers better.

“This summer’s advertising showcases our commitment to provide the whole family with everything they require come rain or shine for the summer months. We have summer covered for the UK whatever the weather.”

George at Asda’s new summer TV advert

George at Asda campaign