With fruit and vegetable shortages hitting the news cycle over the past week, supermarkets have been reducing the amount shoppers can buy in one shop. Asda, however, couples context with comedy to stand out from the crowd
Featuring a certain lettuce front and centre, the ad calls for readers to Romaine calm’ until Asda’s efforts to restock ‘bear fruit’. The ad was featured underneath a story about a turnip shortage sparked by a minister encouraging shoppers to make the switch from tomatoes.
The supermarket and agency Havas London turned around the ad in under 48 hours to appear in Saturday’s print edition of The Sun, according to Campaign.
Explaining the supermarket was on the side of shoppers struggling to get their greens, Stephi Brett-Lee, its senior director of brand communications, told the trade title: “This is just a note to our customers to reassure them that we have their best interests (and their salads) at heart.
“Produce is still available, albeit limited at this time, while we work with our supply partners to rectify the situation.”
Read more about the ad on Campaign’s website.