by
Stephen Chapman
Asda has made a move away from its traditional focus on price and quality, with a new Downton Abbey advertising campaign.
The Leeds-based supermarket has produced a commercial, based in the Downton Abbey kitchens, which will run ahead of the drama’s cinematic release.
The 30-second spot features Downton cook, Mrs Patmore (Lesley Nicol) as she gets ready for the arrival of the Royal family.
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“Mrs Patmore knows that every great meal starts with great ingredients,” explained Eilidh Macaskill, Vice-President of Creative Media at Asda.
“At Asda, we aim to provide customers with delicious, low-cost meal ideas that don’t compromise on quality and are simple enough to fit around even the busiest of schedules.”
The main advert will be supported by two shorter, product-focused ads.
In April last year, Asda appointed AMV BBDO as its lead agency, heading up, what it called an “ecosystem model”, where a number of specialist partners would work across specific brands. It came following the arrival of Andy Murray as Chief Customer Officer.
