"The marketing focus for Asda over the past decade has been very firmly on price, however more recently the company has looked to branch out and bring a more friendly and welcoming family feel to the table."
(Food Retailing-UK-November 2007-Asda Stores Limited)
My main objective for this campaign is to make Asda cool amongst young people as curently cheap chic will be a key draw for the young and fashion-hungry, and less affluent consumers will continue to shop at value retilers for neccessity. We want to illeterate to young consumers that Asda can be just as cool as Topshop, Dorothy Perkins and H&M.
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