How to find new ways to beat your competitors
Supermarkets are constantly waging a war against each other - over value, quality, rewards, promotions and more. ASDA found a new weapon in this old battle.
This ad innocuous by itself. It's a lovely, quaint ad, featuring British farmers "harvesting" chocolate eggs for Easter. There are clear product shots and placements, as standard. But at the end, the voiceover says, "At Asda, we've got Easter sorted". Because their hot cross buns and Easter Eggs are "as tasty as M&S". This is one of the first executions bearing ASDA's "Taste Match" promise. We've seen Price Matches before, with supermarkets battling for value. But this is the first direct taste comparison since Aldi's "Like brands. Only cheaper" adverts. M&S CEO Stuart Machin dubbed it a “marketing gimmick”, calling it “strange” to use a rival’s brand in advertising. But it's an interesting - and compelling - claim for ASDA to be able to make.