‘It’s about owning equity’: Asda’s marketing leads on swapping celebs for gnomes this Christmas
Asda’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 has moved away from a celebrity-fronted Christmas campaign this year and has instead turned to its “cult” festive gnomes to save Christmas.
The supermarket has found success in recent years by putting a celebrity at the heart of its Christmas campaigns – with Will Ferrell’s Buddy the Elf starring in 2022 and Michael Bublé taking the reins in 2023 – but while those campaigns were “brilliant” for Asda, according to its vice-president of marketing Adam Zavalis, this time around it wanted to create something which became “distinctly ours”.
