UK: Asda says celebrity endorsement overrated
Asda has said that it believes the celebrity endorsement of brands can often be overrated, referring specifically to celebrity chef Jamie Oliver's link to rival supermarket Sainsbury's.
"Just because a celebrity tells you to buy something or shop somewhere, doesn't necessarily mean consumers will respond," a spokesperson for the retailer told just-food today (7 February).
In a media interview, Asda's new marketing boss was critical of what he termed Jamie Oliver's 'pretentious' style. Refering to Oliver's chesnut and bacon recepe, Bendel said: "To many people, horse chestnuts are just conkers. There are pretensions, even when someone with a fake Cockney accent tells people to eat them."
"Jamie Oliver is overexposed," a spokesperson for Wal-Mart's UK unit told just-food. "Certain consumer groups are tiring of hearing of him."
Asda, which is engaged with Sainsbury's in a tightly contested battle to be the UK's second largest supermarket, recently aired poorly received adverts featuring Sharon Osbourne. Asda is now launching ads with a new agency.
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