ASDA
CREATIVE PUBLICITY
Supermarket Chic
ASDA was seeking to dial up reactive press office activity by tapping into cultural moments to raise the profile of its offering of quality and great prices.
Then the gods of fashion smiled— well, Karl Lagerfeld to be exact. Chanel was hosting its iconic ‘Supermarket Show’ as part of Spring Paris Fashion Week.
Jumping on the back of the catwalk show to stage ASDA’s own version in store, with lookalike models cast and sharp styling, but not in designs by Karl…by George!
The idea was delivered from beginning to end in eight hours. From conception to being styled and shot in Park Royal (not Paris)- with one eye on the official images coming in from the runway, and sold into the media. While it couldn’t compete with the multi-million-euro star studded spectacle, ASDA gained widespread coverage across news, fashion and lifestyle titles, including The Guardian, Elle, Glamour, Telegraph Fashion… and Vogue.
George At Asda Stole A Very Clever Idea From Paris Fashion Week
George at Asda recreates the Chanel AW14 fashion show
(A round of applause for whoever had this clever idea at George at Asda…)
Dont Break The Budget
When ‘Paper’ magazine released its winter issue featuring Kim Kardashian and the now‑infamous “Champagne Incident” a copy cost $10.
The big opportunity for ASDA: it had a £10 bottle of award‑winning champagne to launch.
Within four hours, a tongue-in cheek version of the cover was created, making ASDA the first brand to jump on what quickly became known as the “bum‑wagon.” This time though, the redesigned iconic front page flipped its message from “luxury and excess” to “quality and value.”
Asda recreates Kim Kardashian champagne bum shoot to promote cheap bubbly.
(Its not a bum deal and they know it!)
ASDA spoofs Kim Kardashian's infamous 'Break the Internet' shoot to promote their £10 champagne.
