Asda ads run ‘come rain or shine’

Asda is launching a marketing campaign for its George clothing brand, which features online ads that respond immediately to changes in the weather, switching between summer and rain-proof clothing.
The ‘Wear your summer’ campaign, which runs across TV, print, outdoor and online. The banner ads switch between summer clothing and swimwear in warm weather to long sleeves, waterproofs and wellies when the weather takes a turn for the worse.
The marketing strategy follows last year’s changeable summer weather in which George claimed it responded “quicker than any other retailer to unpredictable conditions” in immediately changing stock and bringing forward autumn/winter lines when temperatures dropped.
Asda chief merchandising officer for general merchandise George Andrew Moore said: “Providing convenience to shoppers is a cornerstone of our mission to serve our customers better.
“This summer’s advertising showcases our commitment to provide the whole family with everything they require come rain or shine for the summer months. We have summer covered for the UK whatever the weather.”
Last week, Asda revealed it will launch trials of a same-day grocery delivery service from next month, with customers able to collect their order from stores. The investment is part of £700m that will be pumped into the retailer’s digital business and opening 12 stores this year, creating 2,500 jobs.