Asda has revived its iconic slogan "That’s Asda Price" in a new advertising campaign that aims to reinforce the supermarket’s long-standing commitment to value. The campaign, launched on 10 July and created by agency Lucky Generals, builds on the retailer’s recent "Rollback to Asda Price" initiative, which involved significant price reductions on over 10,000 products. The 30-second TV advert, titled "Barnsley Baby," features a baby named Gary who surprises a checkout cashier by delivering the slogan line in a Yorkshire accent. The advert closes with Asda’s trademark ‘back pocket tap,’ symbolising the savings customers can achieve on their weekly shopping.

The campaign, which will be showcased on national TV alongside digital, print, in-store, social media, and PR channels, marks the first major creative work from Lucky Generals since winning the supermarket’s account. Adam Zavalis, Asda’s vice president of marketing, emphasised the enduring relevance of the slogan in today’s challenging retail environment, stating that "Asda Price has always been a promise of unbeatable value, and in today’s market it’s more relevant than ever." Lucky Generals CEO Cressida Holmes-Smith added that giving a classic line contemporary cultural significance was rewarding, and highlighted the creative fun behind the advert’s distinctive baby with a Yorkshire accent.

This campaign emerges amid an aggressive price-cutting strategy that Asda has pursued since early 2025 in a bid to reclaim its position as the UK’s lowest-priced traditional supermarket. In January, the retailer announced the "Big Jan Price Drop," cutting prices on over 2,500 family favourites by an average of 26%, impacting staples such as Cathedral City Mature Cheddar and Dolmio Bolognese. These cuts were part of a broader effort to ease financial pressure on households amid rising inflation.

Further price rollbacks continued throughout the year, with Asda extending reductions to nearly 10,000 products by March, including cuts of up to 45% on selected items. Executive Chairman Allan Leighton, who returned to the company in late 2024, has been instrumental in driving this turnaround. His aim is to revive Asda’s reputation for brilliant value after a period of sales decline and market share erosion. Asda’s sales had dropped by nearly 6% in late 2024, prompting the retailer to halt its price-matching scheme with discount chains Aldi and Lidl in favour of direct price reductions.

The supermarket’s drive to slash prices has not only intensified competition but also sparked concerns of a renewed price war within the UK grocery sector. Tesco and Sainsbury’s have both signaled potential profit pressures as they seek to respond to Asda’s aggressive pricing. Industry observers note that, while Asda’s price cuts have been substantial, the retailer faces challenges in significantly undercutting Tesco, partly due to its sizeable net debt and limited supplier support. Moreover, wider market inflation influenced by costs like energy and employment is likely to constrain the depth of sustained price reductions.

Despite these challenges, Asda’s leadership remains focused on re-establishing the chain as the supermarket of choice for hardworking families seeking genuine value. The revival of the "That’s Asda Price" slogan and the broad-based campaign surrounding it reflect this strategic push, signalling the retailer’s intent to make price competitiveness central once more to its brand identity.