Asda Hits Luxury Brands With its Ambitious ‘Taste Test’ Campaign

Asda has shown that great quality food is for everyone and they don’t have to pay more to enjoy delicious meals. The supermarket has taken on high-end luxury food retailers, including Harvey Nichols, Selfridges, and Harrods, among others, with “Taste Test” campaign.

Asda highlighted that all products featured within the campaign have undergone Cambridge Market Research testing, benchmarked on taste against their equivalents in the luxury retailers. The products tested include Asda’s Extra Special Gourmet Burger; Extra Special Raspberry Conserve; and Extra Special Parmesan & Garlic Mini Twists; as well as the Extra Special Mammoth Nocerella Olives.

The campaign was hosted the founders of the popular YouTube channel Sorted Food. Jamie Spafford, the Sorted Food co-founder, said it was great working with Asda on the campaign, which helps bring delicious, quality food to everyone, no matter what their budget. The supermarket also launched UK’s first ‘FoodTok House’, inviting TikTok chefs and content creators to live together for a week to experiment and cook with Asda’s summer products, highlighting the quality.

Sam Dickson, chief customer officer, said at Asda, they are on a journey to make the quality of the food taste better than ever. “We think they taste amazing, which is why we decided to put our products to the ultimate taste test by putting them up against some of the most highly regarded brands around. People tend to think that you have to spend more to get the best-tasting food, but at Asda, we know that isn’t true. This campaign offers the first taste of our food revolution, proving that amazing taste and value is within everyone’s reach.”

The campaign was the work of Havas London, produced by Prose on Pixels, its AI-focused global content platform. It featured real people who are challenged to taste the products. Vicki Maguire, chief creative officer at Havas London, said the new campaign flips the script. “It doesn’t just tell the nation that when it comes to quality, Asda holds its own against the very best, at an affordable price, it proves it with the message brought to life by food experts, real people, and rigorous taste tests.”

The Taste Test campaign also features two TV ads.

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Nandika Chand