Asda announced it is unveiling a new TV advertising campaign that will show shoppers how it is able to continually lower prices in its stores.
The ads will demonstrate that by cutting out unnecessary waste, saving energy and recycling cardboard and plastic Asda is able to save millions of pounds, which it gives back to customers through lower prices.
The supermarket’s campaign, ‘Saving you money every day’, is in response to a growing sense of cynicism amongst shoppers who are constantly bombarded with claims by retailers that they are lowering prices, without ever being offered an explanation of how they do it.
The new TV advert features a number of Asda colleagues in a store in London turning out lights and recycling cardboard and plastic, actions which they hope will save the supermarket millions of pounds saved each year.
The campaign is designed to add to Asda’s everyday low cost (EDLC) business model which it claims makes it the lowest cost to operate supermarket in the UK. Asda has won the Grocer 33 Award for 11 years running as the UK’s lowest price supermarket.
It has already committed to reducing the price of 200 health and beauty and 100 frozen lines to £1 this year with price cuts that have been funded by its waste reduction tactics.
Asda's marketing director, Rick Bendel, said: “We are passionate about cutting out waste and re-using or recycling everything we can. Last autumn we also launched a major initiative to cut out all unnecessary costs from our business.
“As a result we have saved millions of pounds by using less energy and reducing the number of carrier bags we needlessly give out.
“Every single penny we save is given back to our customers by lowering the prices of the items they put in their basket each and every week," he said.
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