Asda has vowed to make its entire product range cheaper than all other full range supermarkets within the next two years, as executive chairman Allan Leighton launched a major price fightback today.
The return of the Asda Rollback campaign, as well as the Asda pocket tap, in a heavyweight advertising campaign fronted by Joe Wicks, marks the start of the strategy to win back Asda’s place in the heart of “hard-working families”. The Rollback campaign was first introduced in the mid-1990s.
Asda said it will add thousands more products to Rollback at regular intervals during the year as part of its plan to move its entire range to a new low ‘Asda Price’. It added many prices would be on average 5% cheaper than other supermarkets.
The Rollback, which will see products reduced for 12 weeks and then moved to a new permanent price position, includes items across all categories. The reductions will also be available in Asda’s Express convenience stores.
Asda bosses said the new campaign was a far more significant investment in long-term price reduction than the Big Jan Price Drop, which launched earlier this month and was openly mocked by Tesco CEO Ken Murphy.
The Grocer revealed last week that Asda was to bring back Rollback in its biggest price campaign for many years, as Leighton attempts to lead a turnaround following a disastrous 2024 and Asda coming bottom of the pile in the battle for Christmas.
Earlier this week, The Grocer reported that Asda had ditched its Aldi and Lidl price match scheme, despite it only being launched a year ago, as it seeks to regain its historic position as a price champion of “hard-working families”.
Wicks is fronting its marketing campaign in a 30-second film set in a boardroom meeting that concludes with the famous ‘that’s Asda price’ strapline and pocket tap.
Leighton said: “Asda was built upon helping hard-working families save money and we’re refocusing on that mission by bringing back Rollback and Asda Price. We’re lowering prices throughout our stores and online to make Asda the cheapest traditional supermarket and in the process returning to what makes Asda special – delivering unbeatable value to the customers and communities who count on us.”
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