Asda has teamed up with Sky’s Never Mind the Buzzcocks to launch a new campaign aimed at highlighting the quality of its food.
The big 4 grocer has challenged celebrity comedians Judi Love and Buzzcocks regular panelist Jamali Maddix to take part in a series of taste tests, along with YouTube food community Sorted Foods.
The ‘Taste Match’ campaign aims to challenge brand perceptions and target secondary shoppers by demonstrating the high quality of Asda products, with films showing groups give honest opinions on the grocer’s products and comparing them to equivalent lines from M&S.
Showcased across Sky Media channels, the adverts will be placed strategically during key show breaks and feature a QR code, driving views to the online longer-form content.
Asda’s Just Essentials range is now the ‘number one value range’, with 20.2% market share.
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Senior director of brand communications at Asda Stephi Brett-Lee said: “We’re incredibly proud to launch our Taste Match campaign and prove that great quality doesn’t have to come at a price.
“In thousands of blind taste tests, 100s of Asda products were found to be as tasty, or even tastier, than M&S.
“Never Mind the Buzzcocks gave us the perfect platform to showcase some of these products and conduct Taste Tests in a fun and engaging way with some completely impartial guest celebrities.”
Last month, Asda invested £23m to cut the prices of 425 branded and own-label products. This comes as the supermarket’s owners, Mohsin and Zuber Issa, have been questioned by MPs regarding the grocer’s ability to support shoppers through the cost-of-living crisis.
