Asda has appointed advertising agency Lucky Generals as its new creative agency partner. The retailer is retaining Spark Foundry as its media agency to support its growth ambitions.

Following a comprehensive pitch process, the supermarket giant chose Lucky Generals as the new creative agency partner for both Asda and its George fashion and home brand.

The grocer said it was impressed by the ad agency’s ideas to show how Asda can deliver on its key mission of “delivering uncompromised value for hard-working families”. Lucky Generals will begin transitioning into the role from May.

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The retailer has also confirmed that it is retaining Spark Foundry as its media agency, continuing the pair’s eight-year collaboration.

Asda vice president of marketing Adam Zavalis said: “We set off on this journey to ensure we have the right partners in place to support Asda’s objectives to offer uncompromising value to our customers and with a key focus on the ‘Asda DNA’ that really resonates with our customers.

“We are really pleased to have identified Lucky Generals as our new creative partner whilst retaining Spark as our media partner and look forward to working together to bring Asda’s personality to life for our customers.”

Lucky Generals chief executive Cressida Homes-Smith added: “This is a pivotal moment for two of Britain’s greatest consumer champion brands – brands that deserve to be right in the heart of the nation at a time when things in Britain are genuinely tough.

“We love the palpable sense of energy, enthusiasm and determination Asda and George bring, and there has been a natural and positive relationship between us since the very first meeting. We’re genuinely grateful for the honour and opportunity and can’t wait to get our sleeves rolled up and put these brands back where they belong.”