Asda is to bring back its signature 'pocket tap' TV ads to remind consumers of its credentials as the ultimate bargain retailer.
Walmart-owned Asda, which retired its 'pocket tap' ads after 30 years in 2007, has revived the campaign in a new TV ad breaking tonight that promotes its range of £1 products.
The TV campaign, created by ad agency Fallon, marks a turnaround in Asda's strategy of using celebrities, including Victoria Wood and James Nesbitt, who were put to work in different parts of the supermarket.
The campaign has been devised in a bid to reinforce the chain's value credentials and to benefit from consumer enthusiasm for 'nostalgia' marketing and brands.
As part of the campaign, staff and customers will be recorded doing a synchronised "pocket tap" at 2pm today with footage posted on the recently launched Asda TV.
The Asda theme appeared more than 30 years ago and has featured celebrities, including actress Julie Walters and footballer Michael Owen, tapping their back pockets to show change left over.
The theme has not been used since Rick Bendel took over as marketing director in 2006. He joined from then incumbent agency Publicis, who he replaced with sister agency Fallon.
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