Asda is calling on the talents of a fluffy chick to get across its Easter pricing message.

The latest ad in Asda’s ‘Beat Not Match’ campaign, dubbed ‘Something to Tweet About’, broke last night during an episode of Emmerdale on ITV1. The advert features a clutch of dancing chicks in a treehouse village, and aims to remind shoppers that Asda beats – rather than matches – its rivals on price.

“Easter has always been a time for celebration, with families all over the UK getting together to share in the occasion. Our latest ad captures this sense of fun and brings a little of Asda’s well-known personality to our advertising, this time in the form of a dancing chick,” said Stephen Smith, chief customer officer at Asda.

The campaign will include three more TV adverts and will be supported by social-media activity. Subsequent ads will focus on Asda’s main Easter lines, such as grass-fed lamb, line-caught cod and novelty, limited-edition bunny-shaped crumpets.

The campaign has been designed by VCCP.