Despite the news this week that it was jettisoning its ‘cheap and cheerful’ image by dumping its ‘Pocket the Difference’ tagline and hiring Marks and Spencers’ supplier for its ready meals, it is reported to be close to signining a deal with Rooney and McLoughlin.
According to press reports, the footballer and fiancé Coleen will front campaign for Asda for the next two and a half years.
They are set to launch a Summer of Sport Campaign, with Wayne modelling the latest range for men, while Coleen will design clothing for the George label.
Omens suggesting the retailer was about to move into the territory held by Sainsbury’s and Waitrose appeared to have been good earlier this year, when it expanded its Extra Special premium range to 500 lines and switched to Marks & Spencer’s supplier.
It has also introduced “quality controls” to monitor the standard of fresh produce and has reformulated its budget Smartprice range to cut back on levels of sugar, salt and fat.
The supermarket announced that it would jettison its ‘Pocket the Difference’ tagline, along with Sharon Osbourne, in favour of ‘More for you for less’.
A new television advert, due on screen from March 16, will promote the “quality” of Asda’s food ranges as well as the “authenticity” of the ingredients used in its Italian and Indian ready meals, according to a press statement.
Asda also appears to be trying to generate more positive publicity by pledging to give its farmers a better deal, while also dropping the price of milk to consumers.
But in spite of the product developments, jibes made by a well-known comedian referring to Asda as the “chav’s supermarket of choice” at a recent high-profile awards dinner may now prove hard to shake off.
