Asda launches ad campaign supporting Price Lock

Date : 20 March 2013

Asda is reaffirming its commitment to low prices in a new advert supporting its Price Lock promotion, released to coincide with the Budget.

Price Lock commitment

The Price Lock promotion is being run by Asda on a range of basic products such as bread and milk. It promises to keep the price of such products consistently low for a minimum of 12 weeks, where it claims that the prices of its rivals fluctuate more frequently. Asda has invested £100m in the last seven months to maintain the low price of staple goods.

High profile launch

The ad will position mums as 'Chancellor of the Checkout', playing on the Budget announcement by the Chancellor of the Exchequer. The ad will air during the ad breaks in ITV's coverage of the Budget and will run for two days.  It will then be replaced by a broader Price Lock advert in April.

Delivering "certainty" for shoppers

Asda has built the narrative of its campaign around its Mumdex customer insight panel, which has highlighted the primary concern for families as the rising cost of living. Stephen Smith, Asda's chief marketing officer, said "Mums are telling us that they're worried about the spiralling cost of living and could use our help...at the heart of the advert and Price Lock campaign is a very serious message. I hope we can give mums a little certainty at a time when their budgets are being stretched to the limit".

Part of a strengthening focus on price commitments

Asda's advertising campaign comes just a week after Tesco launched its Price Promise, and is part of a growing number of price matching initiatives being used across the industry. Download our Special Analysis Price matching initiatives: UK retailer overview to understand what retailers are offering their shoppers.

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