Asda unveils new brand identity in summer campaign
Asda has unveiled a new brand identity with the launch of its summer campaign.
The move follows extensive research and listening to understand how customers see the supermarket,
Asda said its “light-hearted, northern, humour and warmth” and its iconic green were consistently shared as the most unique traits of the brand and are now reflected in its new logo, typography and colour palette.
Work has included the addition of a new dark green tone to the existing Asda green and the introduction of ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a more creatively consistent way.
Asda’s new brand creative features in the execution of its ‘Serious About Summer’ campaign and will be rolled out into stores, vehicles and staff uniforms as part of the ongoing investment in Asda’s estate and assets.
The fully integrated campaign features a series of tongue-in-cheek TV ads that each give their own unique take on staple summer experiences and kick off with a BBQ themed creative, complete with a ‘beach dad buckaroo’.
Also running across social media, press, CRM and asda.com, the campaign is the latest to be led by Asda chief customer officer David Hills and VP marketing Adam Zavalis, who joined Asda last year.
Hills said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the great British public.
“We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.”
Asda’s new brand identity and summer campaign have been developed in partnership with Asda’s lead creative agency Havas London.
