Asda will hit back at rivals’ criticism of its 10% Price Guarantee in a new TV advert that debuts this week.

The advert focuses on the range of grocery products included in the price comparison and will run across all major commercial networks in primetime slots.

Last week the retailer came under fire from rivals suggesting that its Asda Price Guarantee was “misleading” to consumers as many items were excluded from the comparisons.

The new advert features Asda finance worker Heather Thomas and three friends taking advantage of the 10% promotion.

Thomas will say: “It covers your weekly favourites, like fruit and veg, milk, bread, fresh meat and fish, plus big brands and own-label too. It even includes half-price deals available at the other big supermarkets. So why not give it a go?”

Asda claims it has seen a seven-fold increase in the number of shoppers taking advantage of its 10% price guarantee.

As revealed by The Grocer on Saturday, the Advertising Standards Agency will this week rule that the advertising campaign surrounding the launch of Asda’s original Price Guarantee last April was misleading to shoppers.

Read more
Watchdog raps Asda over misleading Guarantee ad (31 January 2011)
Tesco in multi-pronged Asda attack over ‘misleading’ ploy (analysis; 22 January 2011)