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.”



ASDA Launches Little Angels Baby Food

\"\"English grocer ASDA has launched a new line of Private Brand baby food under their Little Angels brand – tasty traditional recipes made from 100% organic ingredients packed in handy hassle-free pouches.

\"\"The recipes were developed by dietician Jane Stobie, who says she approached the flavors with moms in mind: “It’s important that mums like the taste – if they like it then they’re happy to feed it to their baby.”

Jane says: “We can’t add any salt or stock to baby food so I’ve used gentle spices such as cinnamon and cumin in recipes like cottage pie – it gives a depth of flavor and sweetness.”

The packaging for the new line is a squeezable food grade pouch, which allows moms to squeeze the food straight on to a spoon without making a mess.

Ed from the ASDA baby team has been working on the Little Angels Private Brand for the past two years – he visited the factory to see the first food pouches being produced. Watch his video blog on the Asda Baby and Toddler Club site.

As part of the launch ASDA is running a baby photo competition, according to the ASDA website

We’ve just launched our own range of Little Angels baby food – tasty traditional recipes made from 100% organic ingredients in handy food pouches – and to celebrate we’re running a competition to win a baby food hamper (basket) worth £100.

We’re looking for photos that really capture the messy fun of your weaning baby’s mealtimes – the exciting moments when they discover new tastes and can’t help getting their favorite food all over themselves.

To enter simply send us a photo and tell us a bit about your baby’s favourite foods – the winner of the competition will receive a hamper of Little Angels food and other goodies.


Morrison’s to launch New Fashion Private Brand fashion


George Davies, the English – high street fashion designer who launched Next, George at Asda and Marks & Spencer\’s Per Una, is in talks with Wm Morrison about designing a Private Brand clothing line for the grocery chain.

The Bradford, England based supermarket has been negotiating with Mr Davies as it looks to make its first foray into fashion retailing. Securing the services of the man who created three of the high streets best-known brands would be a coup for Dalton Philips, Morrisons\’ new chief executive who is keen to expand the chain beyond just food.

The move would see Mr Davies return to supermarket retailing after more than a decade away. He left Asda in 2000 before he launched Per Una for M&S. Producing a successful Private Brand for Morrisons would also allow Mr Davies to atone for the relative failure of his latest venture GIVe, which has been closing stores recently having launched in October 2009. GIVe, which is a play on \”George IV\” as it was his fourth line, was seen as too expensive and high-end by typical mass-market customers.

Renowned in equal measure for being a fashion genius but also difficult and mercurial, Mr Davies has always said that he is not a corporate man.

\”Fifty per cent of people love me, fifty per cent can\’t bloody stand me,\” he has said.

Mr Davies got his big break in 1982 when he turned the Hepworth menswear chain into Next. The retailer\’s Directory cataloge was a huge success but a fallout over strategy led to Mr Davies being ousted. He then created George at Asda; the low-price clothing line that has global sales of more than £2bn.

Source: The Telegraph



ASDA Chosen By You

\"\"Asda relaunches Chosen By You Asda\’s Chosen By You label as part of a $156m investment, including taste tests involving more than 40,000 consumers The new head of Asda, who last month said that food quality at the Walmart owned grocer was not as good as that of its competitors, announced the investment in the relaunch of its main Private Brand. According to an article in the English daily, The Guardian Andy Clarke, its chief executive, said that the grocer had crammed two years\’ work into nine months as it battled to change the consumer view that it could compete only on price: \”We\’re sending a clear message that Asda will now drive as hard on quality as it does on price.\” To that end, Clarke said that Asda had made a \”significant effort to improve the quality of its own label\”, with the main range, previously called simply Asda, reinvented as Chosen By You, a name designed to acknowledge taste tests involving 40,000 consumers. In the coming weeks a thousand new products will be landing on shelves, while another thousand will have new recipes. Attempting to underline Asda\’s \”foodie\” credentials and the UK links of the chain, which has been part of the vast US Walmart empire for more than a decade, Clarke said that Asda was \”every bit a British supermarket\”. He added: \”I come from a farming background so agriculture is in my blood.\” Own-brand accounts for half Asda\’s turnover. The range that will now be called Chosen By You has the lion\’s share, with sales of more than $12 b. Other Asda products carry the Smart Price value or Extra Special brands.

Sainsbury Tesco Waitrose

Toast the Health of Private Brands With Tesco Wine

\"\"The oldest Sunday newspaper in the world, the English daily the Observer published this fascinating look at Private Brand wines in the United Kingdom. Overall both the wines and the strategy seem to fare well.

Supermarket own-label wines

The Observer\’s wine writer (David Williams) selects the best from the big stores

Few people are more schooled in the art of spin than supermarket executives. Their skill is almost admirable. Listen to one of the big four grocers\’ chief execs being grilled on the Today programme and marvel at the audacious way they manage to bring every question round to the same message: \”The customer always comes first, choice has never been greater, prices have never been lower…\”

Such a relentless adherence to the party line does have its flipside. If you\’re in the habit of passing off even the most cravenly self-interested things you do as essentially altruistic, then you can hardly complain if some of your more laudable initiatives are greeted with scepticism.

I was thinking about all this as I tasted my way through the 80-odd wines that comprise Tesco\’s Finest own-label wine range at an event held, appropriately enough, just up the road from New Labour\’s former HQ in Millbank. Not every wine was great or even good, let alone the \”finest\” of their type. But there were a number of very good wines, and there were grape varieties and styles that you wouldn\’t expect to find in a risk-averse supermarket wine range.

Just as intriguing was the range of 10 wines from the 2000 vintage that Tesco had sourced to celebrate the 10th anniversary of the Finest range. The Limited Edition Vintage 2000 range, as it\’s known, went into 150 of Tesco\’s stores in the middle of July, and included small quantities of some terrific wines such as Pessac Léognan from Château Smith-Haut Lafite in Bordeaux (£22.99); a bright, focused vintage champagne from Chanoine Frères (£24.99); and a gorgeous, velvety vintage port from the Symington Family (£9.99, 375ml).

It\’s not just Tesco: Sainsbury\’s uses much the same language for its consistently good, 50-strong Taste the Difference range, as does Asda for its improving Extra Special line-up, and Morrisons for its The Best wines.

Look beyond the touchy-feely stuff, however, and you\’ll find some more compelling reasons why the supermarkets might wish to sell more of their wine in this way, all of them connected to the grocers\’ real abiding concern: profit. From their perspective, it makes more sense to sell own-branded products, not simply because they have more control over setting the price (and the margin), but also because it\’s much easier to avoid price comparisons with their rivals. It\’s also easier for the supermarket to shop around for the best deal from its suppliers when the producer\’s name is relegated to tiny type on the back-label: few of us will notice any change.

Having a strong upmarket own-label brand is a good way, too, of giving otherwise ordinary products a patina of quality, and adding a couple of quid to the price. I\’m thinking here of wines like Morrisons\’ The Best Chilean Sauvignon Blanc and Tesco Finest Vin de Pays de Gascogne, neither of which seem to me to be any better than much cheaper basic own-labels in the same range.

I\’m not saying posh own-label is something to be avoided. There are some great wines to be had, as my recommendations this month show. All the same, as an ex-wine buyer once told me: never forget that if a supermarket tells you something is good for you, it\’s usually even better for them.