Asda is celebrating its 60th anniversary with a series of surprises for customers, including the highly anticipated return of its iconic Rollback program, offering savings across all categories in stores and online, including Asda Express.
To spread the news, the supermarket chain has launched a new ad featuring fitness coach and presenter Joe Wicks, who serves as Asda’s Chief Family Officer, leading a meeting while running on a treadmill in a conference room. During the discussion, team member Jess suggests bringing back Rollback as a way to support families, especially with Asda turning 60 this year. Wicks loves the idea and decides to move forward with it.
As the meeting unfolds, a colleague named John enters the room, casually announcing, “I’m back.” Jess takes the opportunity to inform him that Rollback is back, too. After several reassurances, John finally believes it and struggles to contain his excitement.
The ad concludes with a voiceover announcing that Rollback is officially back at Asda, with thousands of prices rolled back in-store and online. As the narrator delivers the tagline, “That’s Asda Price!”, Joe Wicks and John playfully slap their hips in signature Asda style.
Through the reintroduction of its rollback reduction program, Asda is slashing prices on more than 4,000 popular products, offering an average discount of 25%.
Asda teamed up with Joe Wicks in September 2024 for its “Cashpot for Schools” campaign, a nationwide initiative encouraging customers to use their Asda Rewards while shopping. As part of the program, 0.5% of their spending was donated to primary schools, helping to support children’s education across the country.