Asda is turning its back on its 30-year low prices slogan as part of a major revamp and boosting marketing spend to £45 million, according to reports.
The retailer is boosting its marketing spend, from £38m previously, to better compete with rival chains, and is set to drop its familiar “always low prices” jingle from its television ads.
Celebrity spokeswoman Sharon Osbourne has already been dropped from its promotions, Asda said, claiming to have ended her contract back in September.
The re-positioning follows the departure last month of Asda marketing director Chris Pilling. He has been replaced by Richard Hodgson, who took on the new title of brand and marketing director.
Asda has found itself under increasing pressure in recent months from Sainsbury’s. According to TNS figures, Asda’s market share, for the 12 weeks to January 1, was 16.7 per cent, compared with Sainsbury’s 16.2 per cent.
The “always low prices" slogan, which is 30-years-old this year, is to be replaced by "More for you for less", as the group attempts to focus on the buzz-words of quality and freshness.
The retailer is set to launch the new slogan next week as part of a new television ad campaign.
