Ad of the Day | George at Asda "Brings it on" with new Back to School Campaign

Jul. 31, 2024

Premiering with a TV ad that premieres in Scotland on 25^th July before launching into  England and Wales on 15^th August, the playful campaign reasserts brands long held status as the number one choice for quality and value school uniform – and a true understanding that the juggle is real for families.

Looking through the lens of the everyday parent that dreads the after-school WhatsApp chats and last-minute requests, ‘Bring it On’, demonstrates their resilience and inventiveness whilst putting George uniform to the test.

The 30” hero film begins with a family arriving home – with four children bursting through the front door followed by their parents.

The mother gets a surprise message from the dreaded parent Whatsapp group about a science project due the next day and the family explode into action, building a rocket in double time, whilst still all wearing their George at Asda uniform.

As chaos ensues with splashing paint, soap bubbles and paper flying everywhere, their scuff-resistant shoes, stain-release polo shirts, and trousers with reinforced knees allow the family to focus on completing their task without worrying about messing up their clothes.

The creative not only gives a light-hearted ,but accurate, reflection of family life, but also demonstrates that  George at Asda’s new upgraded back to school range stands up to the test of any Primary or Secondary school pupil.

George at Asda tops schoolwear sales charts throughout the year – with almost 30% of all school uniform purchased from the retailer.

David Hills, Chief Customer Officer at Asda/Liz Evans, George MD said:

“As the UK’s number one uniform retailer, no one knows Back to School like George – and that includes the carnage that can be created by a last minute project deadline and an over zealous Whatsapp chat. Bring it On is designed to reassure our customers that whatever the deadline and however messy the project – George at Asda has them covered for great value and quality uniform for any age.”

 

George at Asda worked with creative agency Impero on the new campaign, with a brief to create a 360 campaign that would emphasise the durability and affordability of its products, whilst enhancing the perception of the brand as a provider of high-quality items at great prices.

Additionally, the campaign aims to boost sales across all general merchandise categories, positioning George at Asda as the go-to destination for all school shopping needs.

Impero’s managing director Emily Winterbourne explained:

“We were tasked with developing a new creative concept that would have strong cut through but enforce the message that the quality of George schoolwear is now even better. To accompany this new messaging approach, we knew we needed to emotionally connect with parents to retain George’s number one spot for volume and value in uniform clothing sales across peak month, by changing quality perceptions. I think we’ll get top marks and a gold star for doing so.”