Does great-tasting food have to cost more? Asda is determined to prove it doesn’t – with its latest integrated campaign. In a bid to demonstrate that great quality food is for the … read moremany, not the few, Asda has pitched its food against some of the most revered, high-end luxury food retailers, including Harrods, Harvey Nichols, Fortnum & Mason and Selfridges. In the midst of a cost-of-living crisis, the topical campaign, created by Havas London, aims to prove that shoppers don’t need to fork out more to enjoy delicious meals. Under its owners the Issa Brothers and TDR Capital Ltd, Asda has invested millions into improving the quality and taste of its food, whilst continuing to drive great value. All the products featured within the campaign have undergone official Cambridge Market Research testing - benchmarked on taste against their equivalents in the luxury retailers. Some of the products tested include Asda’s Extra Special Gourmet Burger, which was voted by shoppers as tasting better than Harrods; Extra Special Parmesan & Garlic Mini Twists that were voted tasting better than Fortnum & Mason; Extra Special Raspberry Conserve which was voted tasting better than Harvey Nichols and Extra Special Mammoth Nocerella Olives which were voted tasting better than Selfridges.
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