andy clarke and james martin asda

Asda has turned to former Saturday Kitchen star James Martin to try to help it reconnect with shoppers who have been jumping ship to the discounters.

The retailer said Martin, who has so far been signed up to feature in its advertising until next year, would boost its Save Money, Live Better brand strategy as it looks to differentiate itself with customers both in stores and online.

The first campaign is due to hit screens in June across TV, digital and in-store, with a second burst through the key Christmas trading period and into 2017.

“To me Asda represents everyday kitchens up and down the country and that’s why this partnership comes from the heart,” said Martin.

“I can’t think of a better way to offer inspiration to busy families looking to cook up simple, tasty meals on a budget while still having time to enjoy life.

“As a born and bred Yorkshireman, I’m also looking forward to getting back to my roots to help people realise that low prices doesn’t mean low quality. Mine and Asda’s values go hand in hand, so heading into summer it’s all about cooking up a fresh new approach to food for customers every day of the week - watch this space.”

Asda president and CEO Andy Clarke added: “This partnership is all about a meeting of minds when it comes to the core values of our customers, making James Martin a natural fit for Asda. We’re excited about working together to showcase exactly what Asda stands for, which is delivering quality food at everyday low prices and has been since we opened our doors over 50 years ago. Together with James we’re committed to going the extra mile to make this summer the best yet for our shoppers.”