Asda has unveiled its 2025 Christmas campaign, featuring the Grinch in a tongue-in-cheek nod to a family member who grumbles their way through the festive season, until they see the prices.

The 90-second ad, created by Lucky Generals and directed by Dexter Fletcher, premiered on Asda’s social channels on Saturday morning before making its television debut during The 1% Club on ITV1.

The new campaign keeps close to the supermarket’s long-running That’s Asda Price platform, highlighting affordability and value as the cost-of-living squeeze continues to shape consumer behaviour this Christmas.

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In the TV spot, the Grinch is unimpressed by “spenny gifts” and “frightful” prices until Asda’s trademark green glow lures him in.

Once inside, he’s swept up in the supermarket’s festive aisles, discovering party food favourites like Chicken Sticky Skewers (£2.47) and Sweetcorn Fritters (£1.97), both part of a 3-for-£5 deal, as well as matching family pyjamas from £7.

Asda chief customer officer Rachel Eyre said the retailer wanted to “lean into the truth” that while customers love Christmas, many face financial pressures: “We’re not taking our foot off the gas when it comes to delivering on our Asda Price promise this festive season, and who better to encapsulate that than the Grinch?”

Lucky Generals CEO Cressida Holmes-Smith added that the campaign aimed to capture “the reality of Christmas in a fun and light-hearted way” while delivering consistency for customers “at a time they need it most”.

Alongside the TV spot, The Grinch will feature across Asda’s wider festive marketing push, spanning print, social media, in-store, video-on-demand and radio, with shorter clips set to run throughout the season spotlighting its Christmas dinner and party food ranges.