Asda, the UK’s second largest supermarket chain, has dropped its signature “pocket tap” adverts after 30 years, and is replacing them with a new look TV campaign featuring comedian Victoria Wood.
The TV commercial is the first to be produced by Fallon since the agency controversially won the £45milliion ad account from sister agency Publicis.
The old slogans “Asda Price” and “more for you for less” have been replaced with the new catch phrase “There’s no place like Asda”.
Today will bring an end to the famous back pocket tap and coin jingle that has been running since 1977, but the company has not ruled out the possibility of including the iconic gesture at some point in the future.
Asda’s first advert will show comedian Wood in an Asda in-store bakery in Bolden, near Gateshead, where she worked for three days as filming preparation.
Asda bakery manager Chris Spoors said, “Victoria was a great colleague and worked her socks off each day.”
The new campaign will feature a host of celebrities working in different Asda departments and aims to highlight the work that takes place “behind the scenes” at the grocery retailer.
Robert Senior, a founding partner at Fallon said, “We want to show the Asda community as it is, we went in with a documentary maker to make the ad and didn’t use a script.”
“This is a brand and business that truly understands we operate in a service economy.”