Asda has compared itself to luxury food retailers, such as Harrods, Harvey Nichols, Fortnum & Mason and Selfridges, in a bid to demonstrate the quality of the products within its latest Taste Test campaign.
The big 4 grocer’s campaign, created by Havas London, aims to prove that shoppers don’t need to spend more than necessary in order to enjoy better-tasting meals amid the cost-of-living crisis.
Under its new owners, the Issa Brothers and TDR Capital Ltd, Asda is investing millions into improving the quality and taste of its food. As a result, the grocery retailer has released a number of new product ranges as it looks to increase footfall and pay off existing debt.
Some of the new products include Asda’s extra special gourmet burger – which was voted by shoppers as tasting better than Harrods’ – and its extra special Parmesan and garlic mini twists that were voted tasting better than Fortnum & Mason’s, among others.
All the items featured within the campaign have undergone official Cambridge Market Research testing – benchmarked on taste against their equivalents in the luxury retailers.
As part of the campaign, Asda also launched the UK’s first ‘FoodTok House‘, where it has invited TikTok chefs and content creators to live together for a week to cook with Asda’s summer products to showcase its quality credentials.
Asda also worked with the founders of YouTube’s Sorted Food, who host the taste tests within the TV ad.
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Acting chief customer officer at Asda, Sam Dickson, commented: “At Asda, we’re on a journey to make the quality of our food taste better than ever, and we think they taste amazing – which is why we decided to put our products to the ultimate taste test by putting them up against some of the most highly regarded brands around.
“Each one has its own quality story to back up the amazing taste – from burgers that are made with 30-day dry aged Aberdeen Angus beef, to raspberry conserve that’s made by a family business that started in 1873.
“People tend to think that you have to spend more to get the best tasting food – but at Asda, we know that isn’t true. This campaign offers the first taste of our food revolution – proving that amazing taste and value is within everyone’s reach.”
Chief creative officer of Havas London, Vicki Maguire, added that the new campaign for Asda “flips the script”.
“It doesn’t just tell the nation that when comes to quality, Asda holds its own against the very best, at an affordable price – it proves it, with the message brought to life by food experts, real people and rigorous taste tests,” Maguire said.
As part of its efforts to support shoppers amid the cost-of-living crisis, Asda slashed milk prices and froze prices on over 500 branded and own-branded products.