Asda unveils new brand identity with dark green logo

Asda has unveiled a new brand identity, which adds dark green to its logo.

The grocer said the new branding was the result of extensive customer research and listening to understand how they see Asda, what they love, and how it needs to regain its relevance and individuality in the market.

The brand identity features in the retailer’s new ‘Serious About Summer’ campaign, led by chief customer officer David Hills and VP marketing Adam Zavalis – who both joined the supermarket from Aldi last year  – and will be rolled out into stores, vehicles and staff uniforms under the ongoing investment in its estate and assets.

Hills said: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much loved by the great British public.

“We hope this new look and feel will help us stand out in the grocery market – bringing to life our personality and reigniting the strong emotional connection customers have for the Asda brand.”

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Asda’s new light-hearted summer campaign

The ‘Serious About Summer’ campaign centres around the “serious business” of making the most of summer, which it says demonstrates shoppers can continue to trust them to deliver value over the coming months.

It features a series of TV adverts which each give a unique take on staple summer experiences.

The first advert features a “beach dad buckaroo,” who has all the seaside gear and a very good idea of where he wants to pitch his family on the beach to enjoy the grocer’s BBQ products – meaning they end up traipsing for miles in the morning sun.

Throughout the summer, shoppers will also see a “Nan-poline” advert highlighting the retailer’s “mid-week meals” inspiration and offers, as well as a Sports Day themed ad showcasing Asda’s picnic products.

Each advert shows the breadth of Asda’s offer to ensure families have all they need to live their best life this summer, according to the business, featuring the strapline ‘Asda, that’s more like it’.

Hills said: “Our summer campaign is light-hearted, fun and highlights the uncompromising value promise we make to our customers whenever they shop with us, so we believe it’s the perfect platform to launch our new brand.”

The campaign comes as Asda joins its supermarket rivals in launching a page on its website promoting British produce to encourage customers to support local suppliers.

The ‘Support UK’ page will be updated regularly to showcase items sourced from British farms and producers, such as fruit, vegetables, poultry, dairy and herbs.

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