‘A category of one’: Asda’s top marketers on its dual price and quality approach
Asda has revealed a new brand identity alongside a summer campaign highlighting the retailer’s commitment to price and quality.
Asda believes it can be a “category of one” as it launches a new brand identity alongside its summer campaign emphasising its dual approach of quality and value.
The supermarket has undergone a period of great change in the past three years after being brought back under British ownership in February 2021. Asda has completely overhauled its senior marketing leadership team with chief customer officer David Hills brought into the business in September 2023, followed by new vice-president of marketing Adam Zavalis in November. Both previously worked at Aldi, the discount retailer which has been stealing market share from the ‘Big Four’ UK supermarkets.
