Asda is tapping into the magic of popular children’s author Dr Seuss for a back to school campaign promoting its George kids’ clothing range.
The marketing blitz launched in Scotland last week and will be rolled out on TV and across digital and social media channels from next Monday (8 August) elsewhere in the UK.
Stressing the quality and durability of its clothing, the campaign is set to the narration of the book ‘Oh, the Places You’ll Go!’ and captures the emotion of a girl’s first day at school.
From her attempts to put on her school uniform for the first time, to the rigour her clothing is put through even before she reaches the school gates, Asda said it showcased George’s confidence in its 100-day satisfaction guarantee.
“Our Back to School campaign is about placing the customer at the heart of everything we do,” said Asda chief customer officer Andy Murray.
“We’re listening and understand the day-to-day realities of our busy value-seeking mums. Offering the best value is a big part of this, which is why we’ve chosen to concentrate on quality, durability and breadth of range that customers tell us is important. Thousands of parents are preparing for their child’s first day at school and we’re right there with them to show we care by making the milestone that little bit easier.”
The ad was created by Saatchi & Saatchi, London and the agency is also lining up a series of product-specific films, some caught on GoPro cameras, capturing kids having messy school-time fun.
A range of Dr Seuss merchandise, including the book, ‘Oh, the Places You’ll Go!’, will also be available to buy in Asda stores and from Asda.com as part of the campaign.