For proof that Christmas isn’t a slam dunk for retailers, just ask Asda.
In 2009, it blamed the weather for its dismal festive figures. But its 2009 Christmas ads (tagline: ‘saving you money all the way to Xmas’) made it clear what was really to blame - its Christmas message, and its Christmas range, focused too much on value and ignored shoppers’ desire for luxury.
Well, Asda has learned its lesson. This year’s ad came top in an exclusive survey for The Grocer, with a whopping 30% of shoppers saying it was enough to make them want to try the supermarket this Christmas. By teaming up with posh cookery school Leiths, Asda has finally struck the right balance between quality and value in its branding.
Which is more than can be said for Marks & Spencer. Its 2011 ad - replete with whining wannabes from The X Factor and schmaltzy scenes of an implausibly wholesome family Christmas - is too sweet to swallow for most.
Viewers are just as likely to avoid M&S as a result of seeing the ad (dubbed ‘cheap and tacky’ by one YouTube viewer) as they are to visit it, our survey reveals.
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