Grocer Asda has bought back its ‘Asda Price’ campaign to promote a £100m investment in reducing prices on thousands of own-brand and branded products.
The supermarket chain said the campaign will mark the beginning of a new rollback event in September, lowering prices on products across food, baby and toys.
The retailer said it had invested £100m into reducing prices and gave as some examples: Comfort fabric conditioner 1.16l was £2.40 now £1.75; Colgate toothpaste 75ml was £3.95 now £1.90; Kellogg’s Coco Pops 295g was £1.99 now £1.25; and Asda Butchers Selection pork leg was £4.97/kg now £3.97/kg.
As part of the campaign, the grocer has also updated its Asda Price jingle and ’pocket tap’ in a new TV advert which will launch on ITV on Friday starring a “real-life Asda family”.
Asda chief executive Roger Burnley said the £100m investment made by the grocer into lowering prices was a direct response to the financial strains being placed on consumers by the economic effects of the pandemic and recession.
Burnley said: “We know that given the year it has been, saving money is more important than ever for our customers, which is why we’ve invested in rolling back the price of thousands of products this September and will keep doing so through the rest of 2020 and beyond.
“Saving customers money has been our DNA for over 50 years and shoppers have always known and trusted that Asda Price means great value – as well as being an icon that makes them smile – and so we thought the time was right to bring it back.”
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