Alison Head of Projects
What do you think of when you see an Asda store? As customers, we know that a trip to Asda will offer value for money and bargains galore; from their iconic 70s Asda ‘pocket tap’ to their more recent ‘unbeatable on price’ image and successful Wal-Mart Stores takeover in the late 90s, Asda has always been synonymous with saving money on your weekly shop. Their latest fun campaign keeps up the price promise in a fun message from the Asda Gnomes.
The Asda Gnome has a message for money savvy shoppers. His name is Gavin; he likes mankinis and is here to highlight the Asda way… The advert opens in a typical British garden with three other garden gnomes fishing in a pond. They represent the supermarket’s three biggest competitors and the voice over tells us a little bit about them – how similar they are in their promise to match each other on price. But then, here comes Asda’s gnome, Gavin. He floats across the pond, lounging on a lilo in his green mankini, confidently highlighting that it is Asda who can’t be beaten on price. The other gnomes can just sit and stare as he glides past.
Asda’s chief customer officer, Steve Smith explains, ‘we thought we’d hit a high with a disco dancing chick for Easter, but we’ve loved bringing Gavin into the Asda family.
‘He’s as cool as a cucumber and we think he is doing a great job communicating a serious message – that Asda will beat, not match prices – in a really unique and fun way.’
The Asda gnome campaign goes even further with social media activity and the hashtag #AsdaGnome. Gavin follows on from Asda’s four original gnomes, Gnorman, Gnorma, Gnoah and Gnora who hit the shelves back in February, and now, aside from Gavin, there is also an England football gnome to coincide with the World Cup – Gnobby – inspired by the 1966 England World Cup star Norbert ‘Nobby’ Stiles. Gavin and Gnobby are great additions to Asda’s gnomes and there is no doubt this will be another successful campaign.
If you would like to create a campaign such as the Asda Gnomes campaign that is crazy, fun and effective, talk to us! Here at Eat Marketing, we are great at coming up with campaigns that are different and will get your business noticed, so let’s have a chat today and see what we can come up with!
Image source: http://your.asda.com/
