Asda: Chosen by you

Asda, the UK supermarket chain, needed to relaunch its core own-label food range to change consumers' perceptions of its quality.

Asda: Chosen by you

Agency: The CoreClient: AsdaCategory: Packaging, Own Brand - Other

Executive summary

The launch of Chosen by you was the biggest own brand launch in UK retailing history. At its core was the belief that the best judge of quality is the consumer. The strategic objective of the Chosen by you brand was to deliver a fundamental shift in quality perception of the core own label offer. A rigorous programme of independent blind taste testing gave the products a seal of approval from customers. The relaunch involved:

  • Developing a genuinely game-changing initiative...

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