Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
‘The heart of our DNA is price’: Asda on humour, value and the return of Rollback
Amrit VirdiFresh from dropping its Aldi and Lidl price match, Asda is on a mission to position itself as “the best value supermarket in the country”.
Asda drops Aldi and Lidl price match scheme
Amrit VirdiDetermined to “focus” on its own prices rather than matching competitors, Asda has ditched the scheme just 12 months after launch.
Lidl delivers record festive sales with £1bn Christmas turnover
Amrit VirdiLidl’s festive success comes as Co-op, Morrisons and Asda unveil new price matching and store strategies for 2025.
‘It’s about owning equity’: Asda’s marketing leads on swapping celebs for gnomes this Christmas
Josh StephensonAsda’s new Christmas campaign champions its ceramic gnomes as it looks to build equity in its own characters rather than continue working with celebrities.
Asda partners with Joe Wicks as it focuses loyalty efforts on families
Josh StephensonAsda’s chief customer officer David Hills on why Joe Wicks and a “massive” cash incentive for schools could be a potent mix to draw families to the supermarket.
‘A category of one’: Asda’s top marketers on its dual price and quality approach
Josh StephensonAsda has revealed a new brand identity alongside a summer campaign highlighting the retailer’s commitment to price and quality.
Asda hails price focus and loyalty scheme for delivering growth
Niamh CarrollThe supermarket says its loyalty scheme, Asda Rewards, is acting as a “key revenue driver” for the business.
‘This is about the customer’: Asda’s chief customer officer on its price match with Aldi and Lidl
Niamh CarrollAsda is price-matching both Aldi and Lidl, but chief customer officer David Hills states it is “not about” the discounters, and instead about “reassuring” its own consumers on price.
Asda’s CCO David Hills: ‘Our marketing success will come from keeping it simple’
Chris SutcliffeDavid Hills is looking to a simplified structure, and more straightforward messaging to communicate its “uncompromising value”.
Asda appoints Aldi’s Adam Zavalis as VP of marketing
Chris SutcliffeAdam Zavalis is joining the UK’s third-largest supermarket chain off the back of two stints at challenger brand Aldi.
Asda poaches from Aldi with hire of new chief customer officer
Michaela JeffersonThe hire comes as supermarket looks to fend off Aldi, which has been stealing share from the major supermarket brands.
Cadbury’s and Asda’s Christmas ads crowned most effective of 2022
Michaela JeffersonWhile effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
Asda takes early lead in the Christmas effectiveness rankings
Michaela JeffersonViewers appear to be responding particularly well to Christmas ads this year, with a total of seven brands already making it into the top rank.
Asda enlists help of Buddy the Elf for this year’s festive ad
Niamh CarrollIn addition to the advert, the campaign will see the character take to in-store tannoys to make announcements and the launch of an Elf-themed range.