First campaign featuring celebrity chef to launch in June across TV, digital and in-store.
Asda has secured a new partnership with celebrity chef and former Saturday Kitchen host, James Martin.
The first campaign is due to hit in June across multiple channels – including TV, digital and in-store – with a second burst taking the partnership through the key Christmas trading period and beyond.
The initiative is part of Asda’s Project Renewal blueprint to transform its business and boost its brand strategy, as it looks to differentiate itself with customers in stores and online.
Andy Clarke, Asda’s president and ceo said: “This partnership is all about a meeting of minds when it comes to the core values of our customers, making James Martin a natural fit for Asda.
“We’re excited about working together to showcase exactly what Asda stands for, which is delivering quality food at everyday low prices and has been since we opened our doors over 50 years ago.”
James Martin added: “To me Asda represents everyday kitchens up and down the country and that’s why this partnership comes from the heart.
“Mine and Asda’s values go hand-in-hand, so heading into summer it’s all about cooking up a fresh new approach to food for customers every day of the week.”
