UK grocery retailer Asda is introducing its new brand identity through its 2024 campaign, ‘Serious About Summer’.

The fully integrated campaign features a series of TV ads to highlight the retailer's ‘midweek meals’ inspiration and offers, as well as a sports day-themed ad.

The new campaign, the latest led by CCO David Hills and marketing vice-president Adam Zavalis, who joined Asda in 2023, also sees the first introduction of a new brand identity for Asda - as the next step of its broader brand strategy.

Customers will get a first look at the new branding throughout the campaign, across TV, social media, press executions, customer relationship management, and Asda’s website.

Asda states that the new branding is the result of extensive customer research to understand how the supermarket can regain its relevance and individuality in the saturated market. 

Asda’s lighthearted humour and warmth - along with its iconic green colour scheme - were consistently shared as the most unique traits of the brand and are reflected in its updated logo, typography, and colour palette - adding a new dark green tone to the renowned Asda shade of green.

The new identity also features ‘stickers’ to allow the supermarket to showcase its range of offers and products.

Asda’s new brand creative features in the execution of its mid-year campaign and will be rolled out further into stores, vehicles, and colleagues' uniforms as part of the ongoing investment in Asda’s estate and assets.  

Hills commented: “The launch of our new brand identity is a milestone moment in the evolution of our strategy. Our brand has tremendous heritage and is much-loved by the Great British public. We hope this new look and feel will help us stand out in the grocery market.”

Asda recently announced the construction of a mixed-use development project at its Park Royal site in north-west London.