Asda makes vow to shoppers as it brings in change to 1,200 supermarkets
Asda has made a promise as it vows to be "the cheapest" as it reintroduces Rollback prices. Asda is slashing prices, including through the reintroduction of its rollback reduction programme, as it seeks to reestablish its value for money credentials.
To launch the campaign at 1,200 stores, Asda brand ambassador Joe Wicks stars in a new 30 second TV ad which is out today. The comedic ad shows Joe at a running desk, dressed in a suit and brainstorming ideas to support customers with Asda colleagues – they settle on bringing back Rollback.
"The ad ends with Joe and a colleague tapping their back pockets – bringing back the infamous Asda Pocket Tap, which is set to have a prominent role as the retailer returns to its Asda Price roots. David Hills, Chief Customer Officer at Asda, has also spoken out.
READ MORE: Iceland scraps in-store rule and returns supermarkets to 'classic' feel
READ MORE: DWP breaks silence over hiking Christmas Bonus to £115 for 2025
READ MORE UK warned February 'snow events' looking more likely and could be days away
Mr Hills said: “We want the nation to be tapping their back pockets in celebration of Asda Price – a true marker of value that we can’t wait to bring back to our customers across the UK.” The supermarket will add thousands more products to Rollback at regular intervals during the year as part of its plan to move its entire range to a new low ‘Asda Price’ by the end of 2026.
Joe Wicks will also front Asda’s Roll(er)back Disco, at Dreamland Margate on Friday 7 February. The free event is in celebration of the return of Rollback and will see Joe and guests take part in the UK’s first supermarket sweep style roller disco.
Once the initial Rollback period is over, prices will move to a new ‘Asda Price’ – which is guaranteed to be lower than the pre-Rollback price and designed to have a continuous impact on customer’s shopping baskets, the supermarket giant has said.
The retailer is rivalled by the likes of Tesco, Morrisons and more.