Asda ditches celebrities for real women in latest ad campaign

by Nikki Sandison, Brand Republic 08-Sep-08, 12:05

LONDON - Asda is abandoning the use of celebrities to front its George clothing ads in favour of real-life women, starting with doctors and nurses, after listening to customers and concluding that it is inappropriate to spend money on such endorsements in the current economic climate.

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The supermarket chain will replace high profile celebrities such as Coleen Rooney with doctors, nurses and other public sector workers in its new ad campaign.

The first ad features 25-year-old junior doctor Ifeoma Ikwueke from Hammersmith and nurses Leigh Currie, 28, and Fiona Kiek, 27.

Asda made the decision to use real people after a customer survey of 10,000 people revealed that 72.3% of UK women would rather make a decision to buy an outfit based on seeing it on a "real" person than on a perfect celebrity body.

The survey also showed that 79.1% of women say they are not currently interested in what celebrities are wearing.

The first ads, which launch today, will run across print and broadcast and showcase the George denim range.

The campaign will be updated every four weeks and new "models" will be chosen for each of the ranges.

Fiona Lambert, brand director of George, said: "There will always be an argument for using celebrities and big names in fashion, however our customers are telling us it's time for a change, it feels wrong to spend money on a celebrity endorsement when times are tough and money is tight.

"What we have done is saved money and worked out how to pass these savings to our customers by lowering prices and improving quality and design."

The George logo has also been given a facelift after 18 years and will start to appear in all campaigns and progressively throughout stores across the UK from this month.

The new logo aims to reflect that George is warm, contemporary and does not take itself too seriously. It retains the black and white colour palette with the addition of a bright yellow ear on the "g" to make it less formal.

The new George brand includes Moda and Bostan Crew ranges, which are designed for a more "discerning customer that wants classics with a twist" and g21 for the younger customer.

The ranges are designed to accommodate the need for more family clothing enabling George to target Asda's food shoppers.

Despite the move away from celebrities, ex-Hear'Say singer Suzanne Shaw will continue to model George at Asda lingerie, having won the contract in March after winning the last series of 'Dancing on Ice'.

There were rumours that France's first lady Carla Bruni would replace Rooney, when her contract came to an end. Asda was also said to be in talks with stars including Sienna Miller and Helen Mirren.

Comments

KEVIN GORDON - 08/09/2008

Absolutely right. The average man and woman in the street is sick and tired of seeing sick and tired celebrities being sick and tired celebrating what they have when most of the population is doing without. The average man in the street is also sick and tired of having food prices hiked out of all proportion by major supermarkets. This week my wife bought the same pack of Spaghetti for £1. Last week it was 29p. How can any supermarket justify the unjustifiable. It's a national disgrace. Keep going Asda, and you can bring back the 17p bottles of shampoo while you're at it!