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The return of the pocket tap: 'that's Asda price' is back

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· Asda has brought back its iconic ‘pocket tap’ to launch its great big rollback event this Autumn – featuring lower prices on thousands of products

· Iconic ‘tap’ features new jingle and a real-life Asda family as stars of TV campaign

When it comes to advertising jingles and symbols, there are few more iconic than the Asda ‘Pocket Tap’ and this September, Asda is bringing the much loved ‘tap’ back to our screens with a brand-new advert celebrating ‘That’s Asda Price’.

The ‘Asda Price’ campaign will launch Asda’s great big rollback event – featuring a £100m investment to lower prices on thousands of own label and branded products across food, baby and toys – including amazing deals such as Comfort Fabric Conditioner 1.16l was £2.40 now £1.75; Colgate Toothpaste 75ml was £3.95 now £1.90; Kellogg’s Coco Pops 295g was £1.99 now £1.25 and Asda Butchers Selection Pork Leg was £4.97/kg now £3.97/kg.

The new ad campaign features an updated Asda Price jingle and pocket tap for our times. It also stars a real-life Asda family – Sunny, his wife Amy and their three kids, who share their optimistic spirit and resourceful approach to making the most of every moment, all made possible through Asda’s great prices and affordable products.

That’s Asda Price TV Advert | Asda

The famous Asda pocket tap has been synonymous with great value since it first featured in its adverts in 1977. It has seen the likes of Julie Walters, Richard Beckinsale and Michael Owen star as they tap their pockets twice to demonstrate the savings you can make at the supermarket.

Roger Burnley, CEO at Asda, commented: “We know that given the year it has been, saving money is more important than ever for our customers, which is why we’ve invested in rolling back the price of thousands of products this September and will keep doing so through the rest of 2020 and beyond. Saving customers money has been our DNA for over 50 years and shoppers have always known and trusted that Asda Price means great value – as well as being an icon that makes them smile – and so we thought the time was right to bring it back.”

Anna-Maree Shaw, Chief Customer Officer at Asda, commented: “We are so excited to be bringing Asda Price and the pocket tap back, but with a more modern look and feel. Sunny is a real family man – a fun-loving savvy shopper that is always on the hunt for a bargain, like so many of our customers. It was so much fun filming with him and his gorgeous family – and we hope our customers love them as much as we do!”

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The new ‘That’s Asda Price’ advert will launch for the first time on ITV on Friday 4th September during an ad break in Lorraine, before appearing on our screens again later that evening during Soccer Aid.