Asda has revealed its new brand identity in a new tongue-in-cheek creative campaign.
The Leeds supermarket has worked with Havas London to come up with the Serious About Summer campaign, which is centred around amusing human truths that play out in the lives of millions of families during the summer months – from BBQs to Sports Days.
The strapline will read: “Asda, that’s more like it.”
“Our Summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand,” explained David Hills, Chief Customer Officer at Asda.
The creative will also see the introduction of a new brand identity for Asda, which has been led by Hills, alongside VP Marketing Adam Zavalis, who joined Asda last year.
“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,” continued Hills.
It comes following “extensive customer research and listening to understand how customers see Asda.”
The key themes which returned were “light-hearted, northern, humour and warmth – along with its iconic green.”
Asda said that these were replicated in the logo, typography and colour palette – adding a new dark green tone to the Asda green. The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and ranges in a creatively consistent way – “with added personality. “
“When developing identities for brands like Asda, it’s important to remember that the channels they live in have evolved so much in recent years – they no longer just show up in traditional media channels,” added Lorenzo Fruzza, Chief Design Officer at Havas London.
“We have worked with Asda to create a new brand identity which stands out in the market and can flex across multiple channels – ensuring it’s relevant and meaningful to its customers. It’s been fantastic to partner with Asda on this project and push the boundaries of building the brand.”
