Magazine article Marketing

Asda in [Pounds]14m Pricing Deal with P&G

Magazine article Marketing

Asda in [Pounds]14m Pricing Deal with P&G

Article excerpt

Asda breaks a joint advertising campaign with Procter & Gamble this week, which promotes price cuts on major household brands and is likely to send tremors across the UK retail market.

Asda is using its new parent company Wal-Mart's global buying power with P&G to launch a [pounds]14m 'rollback' of prices, slashing costs on a wide range of domestic products.

The cuts are supported by an ad campaign jointly funded by P&G. The ads, created by Asda agency Publicis, highlight price discounts on the Pampers and Daz brands.

It is understood to be the first in a series of Asda ads to run this year that will tie in closely with particular companies or brands.

Asda has been trialling P&G-funded ads regionally in the UK for some months but this is its first national campaign. It refused to say what percentage of the campaign P&G would fund.

However, the move demonstrates the closer ties Asda is forging with its suppliers, and will put pressure on other UK retailers to reduce prices, or to become part of an international retail group. …

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