"Whether..."

6 January 2015

40s

New Year's resolution

2014 has been a strange year for the supermarkets. They've spent much of the last decade cultivating a reputation as the bad boys of capitalism - underfunding farmers and overcharging consumers - and last year their inability to shift that perception started to hit the bottom line.

Luckily for the other big chains, Tesco has been the main focus of this decline with disappointing results being magnified enormously by some very peculiar accounting.

While many analysts agree that the main opportunity arising from Tesco's woes has fallen the way of Aldi and Lidl, there's surely an even bigger opportunity for Asda to build on its reputation as a provider of inexpensive groceries and - to judge by this splendid new commercial - they recognise this.

Asda's communication last year was a bit patchy. Some of it was excellent but sometimes it was too dependent on Mel Giedroyc's excellent VO work to provide a bit of energy.

This is different. It firmly and positively stakes Asda's claim to be the supermarket of choice for those who consider value for money their highest priority - but it's also imbued with a sense of fun and that all-important dose of energy. More please.

UK

Supermarkets