Asda announces partnership with James Martin

Supermarket chain Asda has revealed details of a new venture with TV chef James Martin.

The partnership is part of Asda’s Project Renewal blueprint to transform its business and boost its Save Money Live Better brand strategy, as the retailer looks to differentiate itself with customers both in stores and online.

The first campaign, which will be masterminded by advertising agency appointed Saatchi & Saatchi, is due to break next month across multiple channels from TV to digital and in-store.  A second burst will follow for the key Christmas trading period and beyond.

James said: “For the last ten years I’ve been filming [BBC TV series] ‘Saturday Kitchen’ and had a great time. Now I’m keen to dig deep into what makes British food great. And if I can help bring that food to the Asda customers, then I’m really happy about that.”

“To me Asda represents everyday kitchens up and down the country and that’s why this partnership comes from the heart. I can’t think of a better way to offer inspiration to busy families looking to cook up simple, tasty meals on a budget while still having time to enjoy life.

“As a born and bred Yorkshire man, I’m also looking forward to getting back to my roots to help people realise that low prices doesn’t mean low quality. Mine and Asda’s values go hand-in-hand. So, heading into summer, it’s all about cooking up a fresh new approach to food for customers every day of the week – watch this space!”

Asda president and ceo Andy Clarke said: “This partnership is all about a meeting of minds when it comes to the core values of our customers, making James Martin a natural fit for Asda. We’re excited about working together to showcase exactly what Asda stands for, which is delivering quality food at everyday low prices – and has been since we opened our doors over 50 years ago.

“We know our customers lead busy lives and want to make the most of family time together. We also know that they are constantly looking for inspiration when it comes to meal solutions and at prices they can trust. Together with James we’re committed to going the extra mile to make this summer the best yet for our shoppers.”

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