Ex-Spice Girls, celebrity chefs, Hollywood actresses, Pop Idols and other TV stars will be urging shoppers to part with more cash at their favourite supermarkets this Christmas as the multiples enlist a host of celebrities to boost festive sales.
Emma Bunton, Will Young, Patrick Stewart, Julie Walters and Jamie Oliver are all gracing TV screens this year in a bid to persuade consumers that
supermarkets are a great place to pick up Christmas gifts as well as festive food.
In a departure from its traditional bottom-slapping ads that use staff and customers to promote its low price message, Asda has signed up Educating Rita star Julie Walters to give its campaign “more credibility”, said marketing director Chris Pilling. “We did a lot of research and found that Julie fitted our brand perfectly in terms of likeability and appealing to our target audience. She is also very topical given her roles in the Canterbury Tales on TV and the film, Calendar Girls.”
In a series of ads featuring the slogan, ‘All the low prices you could wish for’, Walters stars as a fairy godmother whose role - to make shoppers’ dreams come true - is redundant as Asda does the job for her, said Pilling.
Asda has spent significantly more than last year on the ads, which will be supported by in-store activities and print advertising emphasising the chain’s non-food credentials, he added. “This is the first time we have run 60-second ads.”
Jamie Oliver, who fronts Sainsbury’s campaign, will also spend much of his time on air plugging the retailer’s new non-food range, highlighting products such as coffee grinders, DVDs and paella sets, said a spokeswoman. M&S’ campaign features a host of stars, including former Spice Girl Emma Bunton, Patrick Stewart and Will Young.
Elaine Watson
Emma Bunton, Will Young, Patrick Stewart, Julie Walters and Jamie Oliver are all gracing TV screens this year in a bid to persuade consumers that
supermarkets are a great place to pick up Christmas gifts as well as festive food.
In a departure from its traditional bottom-slapping ads that use staff and customers to promote its low price message, Asda has signed up Educating Rita star Julie Walters to give its campaign “more credibility”, said marketing director Chris Pilling. “We did a lot of research and found that Julie fitted our brand perfectly in terms of likeability and appealing to our target audience. She is also very topical given her roles in the Canterbury Tales on TV and the film, Calendar Girls.”
In a series of ads featuring the slogan, ‘All the low prices you could wish for’, Walters stars as a fairy godmother whose role - to make shoppers’ dreams come true - is redundant as Asda does the job for her, said Pilling.
Asda has spent significantly more than last year on the ads, which will be supported by in-store activities and print advertising emphasising the chain’s non-food credentials, he added. “This is the first time we have run 60-second ads.”
Jamie Oliver, who fronts Sainsbury’s campaign, will also spend much of his time on air plugging the retailer’s new non-food range, highlighting products such as coffee grinders, DVDs and paella sets, said a spokeswoman. M&S’ campaign features a host of stars, including former Spice Girl Emma Bunton, Patrick Stewart and Will Young.
Elaine Watson
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