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Supermarket celebrates the lengths people go to and ’what the heck’ attitude during the season with a campaign centred on the hashtag: #BecauseitsChristmas

On Sunday, Asda will switch on the festive lights with the airing of its #BecauseItsChristmas campaign during X Factor. Taking the lead from its customers and capturing the anticipation of the season, the campaign will fire the first salvo in the battle of the Christmas ads with a 60-second advert that puts fun festive attitude and well-known Asda personality at the heart of this year’s campaign.

Teased throughout the day before its full airing at 8.15pm, the advert captures the excitement and go for it’ spirit of Christmas that celebrates people pushing the boat out, #becauseitschristmas.

From the family that festoons its car with lights, not just the home; to the dad who buys the biggest of trees then struggles to get it home; to an antler wearing dog; to the child who outperforms in the nativity play; to the nervous man who finally puckers up under the mistletoe at the work party, the launch creative captures the brilliant lengths we go to because it’s Christmas. And it wouldn’t be Asda without the famous pocket tap, this time getting a Christmas twist from colleagues dressed in Christmas antlers.

The stories in the brand adverts come from customers themselves who told Asda about the extreme efforts they go to in order to get ready and get together to fully enjoy this time of year. The launch advert will be followed by shorter ads which take a closer look at those people going all out at Christmas, as well as ads to showcase the scale, quality and value of Asda’s Christmas range: from George Christmas jumpers, festive costumes for dogs, and Star Wars costumes; to prawn and lobster cocktails, red velvet yule logs and duck & cherry pate – highlighting that customers can fulfil their Christmas needs under one roof – whether in store or online.

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Posted in Press Centre on 01 November 2015
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Tuesday 10 November 2015: Asda has today confirmed it will step back from this year’s Black Friday sales due to shopper fatigue setting in around flash sales on big-ticket, non-essential items at Christmas.

The retailer has listened to customer feedback and rather than investing in a one-off day of sales, has announced an investment of over £26 million in sustained savings spread across a traditional seasonal shop.

Asda, whose parent Walmart leads the way on Black Friday in the US, first introduced the event to the UK in 2013, but after two successful years, where customers most want to make savings in the run-up to Christmas is changing.

Instead of the hustle and bustle and pressure of one or two day sales where customers typically push the boat out on high-value items, this year Asda customers say they’d prefer deals on value-for-money, high-quality products that all the family can enjoy. From the beginning of November right through to Christmas and into the New Year customers will see more and more offers landing in store and online on products that impact on their everyday lives including toys and gifts, Christmas food and drink, and household basics.

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Posted in Press Centre on 10 November 2015
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  • Missguided becomes first retailer to sign up to Asda ‘ToYou’ parcel innovation
  • Launch sets target of 40m more customer visits every year by 2019
  • now has 9pm cut off for next day collection and more accurate minute by minute parcel tracking


Asda is today (Thursday 11th November) launching a ‘game changing’ parcel innovation which will see customers able to collect and return orders placed with third parties at any one of Asda’s 614 stores nationwide. As part of today’s launch Asda is also revealing that leading online fashion retailer Missguided is the first partner to sign up to the new service.

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Posted in Press Centre on 12 November 2015
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Asda today reported its third quarter trading figures for 2015, posting a 4.5% fall in like-for-like sales for the 13 weeks to 30th September.

Speaking in London today, Asda President and CEO Andy Clarke said:

“There’s no doubt this represents another challenging quarter. Sales volumes remain under pressure from price deflation and the intensely competitive background remains throughout the food sector. Having said that, we have the financial strength and clear plan to sustain us through this period, while we take appropriate and considered action to further strengthen our competitive position.

“Last month I launched Project Renewal, an 18-month programme designed to work parts of my five year strategy harder to return us to long term, sustainable volume growth. Increasing our focus on the core business means strengthening some areas while pausing activity in others which will allow us to sharpen our customer offer and continue to improve operational efficiency.

“I’m confident that by reinforcing our offer we can further extend our price advantage over major competitors and close the gap against the limited assortment discounters – not only on price, but across range, service and quality.”

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Posted in Press Centre on 17 November 2015
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Unleaded prices fall below £1 per litre.

  • Drivers filling up at any of Asda’s 273 filling stations across the country will only pay 99.7ppl on unleaded and 103.7 ppl on diesel across the weekend
  • 4ppl price cut takes unleaded below £1 – the first time since summer 2009
  • Announcement follows Asda’s commitment to invest £26m in savings throughout the festive period

Following the news that the Chancellor held off a price increase on fuel duty, Asda has today (Friday 27th November) announced that it will give its customers a seasonal boost on top of the freeze by investing in an exclusive three-day price drop, knocking 4 pence per litre off fuel, meaning unleaded prices drop below the £1 mark to 99.7 pence per litre.

Asda President & CEO Andy Clarke had urged the Chancellor to continue with the freeze in the March Budget following feedback from Asda Mums that an increase would put pressure on household finances. So the confirmation this week that a freeze would remain in place was welcome news.

In the latest Mumdex report, Asda mums have made it clear what the Government needs to focus on by issuing a call to action to the Chancellor ahead of the Autumn Statement to prioritise several key areas including, imposing a limit on energy and utility prices and increasing the personal tax allowance, along with a continued freeze on fuel duty.

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Posted in Press Centre on 27 November 2015