Asda launches ‘Behind the Scenes’ taste test challenge with Sky’s Never Mind the Buzzcocks
Asda is launching a new campaign to highlight the quality of its food by partnering with Sky TV music quiz series, Never Mind the Buzzcocks.
The supermarket has tasked celebrity comedians Judi Love and Buzzcocks regular panellist Jamali Maddix, along with the team from Sorted Food, with performing blind taste tests and giving their honest opinion on Asda products and their Marks & Spencer equivalents.
The campaign will launch primarily as a social content series on Sky social channels and will comprise three long-form episodes hosted on YouTube with 60” cutdowns on Instagram and Facebook. The ads will appear across Linear and On Demand Sky Media channels during key show breaks. Each ad will feature a QR code that viewers can use to access longer-form content.
Never Mind the Buzzcocks is available Wednesdays at 9pm on Sky Showcase and also on Sky Max and NOW.
Stephi Brett-Lee, senior director of brand communications at Asda, said: “We’re incredibly proud to launch our Taste Match campaign and prove that great quality doesn’t have to come at a price. In thousands of blind taste tests, 100s of Asda products were found to be as tasty, or even tastier, than M&S. Never Mind the Buzzcocks gave us the perfect platform to showcase some of these products and conduct Taste Tests in a fun and engaging way with some completely impartial guest celebrities.”
Spark Foundry, Asda’s media agency, handled the media planning and buying while SPP Media managed the partnership. Meanwhile, content was produced by Sky Media Commercial Production.
