Return of Asda’s ‘pocket tap’ in TV campaign

Asda has brought back its iconic “pocket tap” to launch its big rollback event this autumn, which will offer lower prices on thousands of products.
The stars of the ad are a real-life Asda family  Sunny, his wife Amy and their three kidsThe stars of the ad are a real-life Asda family  Sunny, his wife Amy and their three kids
The stars of the ad are a real-life Asda family Sunny, his wife Amy and their three kids

The Leeds-based firm said a new TV campaign will feature a real-life Asda family and a new jingle.

The firm said that when it comes to advertising jingles and symbols, there are few more iconic than the Asda “pocket tap”.

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The rollback event includes a £100m investment to lower prices on thousands of own label and branded products across food, baby and toys. These include deals such as Comfort Fabric Conditioner, which has been reduced from £2.40 to £1.75 and Colgate toothpaste, which has fallen in price from £3.95 to £1.90. Other deals include price reductions on Kellogg’s Coco Pops and Asda Butchers Selection pork leg.

The stars of the ad are a real-life Asda family – Sunny, his wife Amy and their three kids.

The pocket tap has been synonymous with Asda since it first featured in its adverts in 1977. It has seen the likes of Julie Walters, Richard Beckinsale and Michael Owen star as they tap their pockets twice to demonstrate the savings you can make at the supermarket.

Roger Burnley, CEO at Asda, said: “We know that given the year it has been, saving money is more important than ever for our customers, which is why we’ve invested in rolling back the price of thousands of products this September and will keep doing so through the rest of 2020 and beyond.

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“Saving customers money has been our DNA for over 50 years and shoppers have always known and trusted that Asda Price means great value – as well as being an icon that makes them smile – and so we thought the time was right to bring it back.”

Anna-Maree Shaw, chief customer officer at Asda, added: “We are so excited to be bringing Asda Price and the pocket tap back, but with a more modern look and feel.

“Sunny is a real family man – a fun-loving savvy shopper that is always on the hunt for a bargain, like so many of our customers. It was so much fun filming with him and his gorgeous family – and we hope our customers love them as much as we do.”

The new advert will launch on ITV this Friday during an ad break in the Lorraine show.

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