ASDA added to the fun of Easter with its Easter egg chicken coops – and established itself as the place for everything Easter. The campaign by Havas London leads with a film which imagines that two farmers have woken up to collect eggs from their chicken coops – to find that the eggs are not ordinary eggs and the coops are not ordinary coops. Each coop is producing Easter eggs from a specific brand – Bounty, Mini Eggs, Maltesers, Terry’s, Crunchie and the white chocolate crème egg, which is exclusive to ASDA.
The campaign, that builds Easter egg excitement (plus hot cross buns and other Easter goodies as an aside) is running across TV in the UK, accompanied by tailored content for social channels. It positions ASDA not only as the go-to place to get your eggs, but the one-stop shop for all Easter products.
Pippa Prain, marketing director, Asda, stated, “Easter isn’t Easter without a chocolate egg (or four) and this year, we’re giving the nation a fun take on where our Easter eggs ‘really’ come from. But that’s not all we have to offer our customers this Easter – we have a whole host of products from tender legs of lamb, to hot cross buns, stylish Spring clothing and Easter crafts to keep the kids entertained – so this campaign is here to show that ASDA has all your Easter needs sorted.”
Vicki Maguire, chief creative officer, Havas London, added, ‘’Easter is all about spending time with your loved ones and enjoying some top-quality food and drink. But c’mon, we all know what everyone wants – chocolate eggs, and lots of them. Our latest ASDA campaign captures this perfectly. Showing that this Easter, ASDA is offering many things, but it starts with the eggs.’’
The 30-second hero film was produced by Another, directed by Steve Reeves and conceived by Havas London creative director, Jamie Starbuck, and creative team, Orla O’Connor and Daisy Bard.
To launch the campaign, Asda is hosting a first-of-its-kind PR activation with social influencers to bring the TVC to life. Over 30 influencers and their families get to indulge in everything Asda has to offer for Easter across food, drink, fashion, homes and GM during a two-day retreat. Influencers will enjoy an overnight stay in a beautiful Farmhouse, similar to what is shown at the start of the TV campaign, followed by an Open Farm fun day to engage the whole family in the Easter fun.
The full campaign covers TV, radio, OOH, social, VOD, Press and online platforms.
Credits
Client: ASDA
Creative Agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Jamie Starbuck
Creatives: Daisy Bard & Orla O’Conner
Account Manager: Dave Owen
Business Director: Alice Poole
Account Director: Sophia Jenkins
Account Manager: Caitlin Salmon
Coordinator: Thando May-Mtindi
Head of Production: Louise Bonnar
Production Director: Sarah Cowen
Agency Producers: Liberty Willison & Elle Francis-Kent
Social: Shelley Portet
Producers: Dan Karling & Dean Trendler
Head of Strategy: Britt Iverson
Strategy Partner: Lee Barber
Strategy Director: Jack Lewis-Barclay
Designer: Miles Niblitt
Media: Spark Foundry
Production Company: Another Film Company
Director: Steve Reeves
Executive Producer: Tim Marshall
Head Of Production: Sam George
Director of Photography: Simon Richards
Post Production & VFX: Rascal
VFX Artists: Andrew Wood & Holly Mclean
Colourist: James Bamford
Producer: Ange Toner
Head of Production: Colin Oaten
Editing: The Quarry
Editor: Scott Crane
Music & Sound: Creative Outpost
Executive Producer: Caroline McNulty
Producer: Natasha Redhead
Sound Director: Dave Robinson
