Asda’s George shifts marketing message with “If You Know, You Know” campaign
George at Asda has shifted its marketing message from one focused solely on affordability to one that reframes George as a destination where style and value exist together.
In the brand’s biggest campaign in its recent history, “If You Know, You Know” celebrates shoppers who have already discovered George’s design credentials, while inviting everyone else “into the club.”
Asda said the aim is to encourage shoppers to think differently about George as it looks to position the brand as a credible destination for style without compromising on value.
Subscribe to TRBLaunching across VOD, online video, social, digital, OOH, CRM, retail media, in-store and George’s own channels, the fully integrated campaign spans all customer touchpoints, making it one of the largest marketing investments George has made in recent years.
The campaign is supported by a series of OOH and print executions that apply the “If You Know, You Know” platform directly to George’s products. One feature includes oversized typography framing individual homeware pieces as the season’s “hidden gems”, while pairing them with headlines such as “The vase everyone’s after” and “The glass everyone’s reaching for.”
The campaign has been created by Lucky Generals, who for the first time has led creative across the entire George brand. This will include bringing together home with fashion activity later this autumn under a single idea.
Tom Hampson, Asda group marketing director, said: “Everyone loves that feeling of finding something really stylish. That’s exactly what this campaign celebrates. George has always offered incredible style at outstanding value, but we know there are still people who haven’t fully discovered that yet.
“‘If You Know, You Know’ captures the confidence our existing customers already have in the brand while inviting a whole new audience to see George differently. It’s a platform that reflects where we are today and gives us the flexibility to keep building the brand for years to come.”
