ASDA Launches Chosen By You TV Campaign

The new advertising campaign to promote “Chosen by You” a Private Brand from Walmart’s English grocer Asda focuses on their customers and their favorite products.

The campaign, created by Saatchi and Saatchi, promotes the extension of the  ‘Chosen by you’ brand, which was launched this past year, across the entire store, including more than 5,000 products.

Six TV commercials will feature customers explaining why the new products have been included in the line, the first three commercials broke on May 6, and another three are set to roll beginning May 23.

Jamie Sohosky, head of advertising for Asda, said: “When it comes to quality, customers are the ultimate judges. Every single product in our ‘Chosen by you’ range has been tried, tasted and approved before it makes the grade.

“That’s why the stars of our latest ads are customers, featuring some of their favorite products,” added Sohosky.

The campaign will also be supported ads will by web and digital executions.

According to an article in the English trade magazine Marketing Week from the initial launch of the brand this past September:

Andy Clarke, Asda CEO, says that customers are an integral part of Asda’s business planning and the redevelopment of the range.

“In launching Chosen by You, we’re making a bold statement about Asda’s quality and we will drive as hard on quality as price.”

“We’re empowering our customers in a way that no UK retailer ever has. From today  ‘our’ own brand becomes ‘your’ own brand,” he says.

Simon Eyles, head of Asda brand marketing says the Chosen by You range has been developed with classic brand marketing principles.

Eyles adds: “We’re not moving on from our price positioning but showing another dimension to our offer. It’s a customer driven approach that goes hand in hand with our price offer.”

 



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.