Magazine article Marketing

Adwatch: Asda - 'Victoria Wood - Hot Bread'

Magazine article Marketing

Adwatch: Asda - 'Victoria Wood - Hot Bread'

Article excerpt

Damn that internet! Marketing used to be a bit of a doddle: book a room at The Marriott, invite the team, flip some charts, storm some brains and hey presto (does anyone say that any more?) out popped the year's brand story that we, the advertising fraternity, then shot (in moody black and white if aforementioned brand happened to be 'yoof'). The masses loved it and came in flocks and droves, believing, trusting, wanting.

No longer. In a cruel twist, the masses have embraced the digital era in all its glory and begun talking among themselves, questioning, interrogating, sharing: the organisation behind the brand, the culture behind the name, the policies, the working practices, the sourcing, everything. More than ever, consumers want to know what goes on behind the scenes, with a mixture of fascination and self-appointed responsibility; woe betide anyone that turns out not to be what they purport to be.

And that is what's so wonderful, beautiful and simple about the Asda work: we get to go behind the scenes. Victoria Wood, surely one of Britain's warmest, most-loved, most-trusted names, takes us by the hand and leads us backstage with the bakers. …

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