Does good food cost less?

Asda is not afraid of marketing gimmicks or cheeky advertising to get its name in the headlines. Unlike the rest of the big four, Asda actively seeks media attention and the more fun the better.

This week the Walmart-owned grocer hit the headlines once more for “borrowing” one of rival Sainsbury’s key advertising catchphrases. Asda took out full page ads promoting its top end Extra Special range with the strapline “Good food costs less at Asda”.

The catchphrase is very much entrenched in Sainsbury’s history. It was coined by Lord Sainsbury in the 1950s and the grocer used it in various campaigns for about 30 years.

Sainsbury’s didn’t really react to the ads but it wouldn’t have mattered if it did. The resulting press attention is what Asda thrives on and the more controversy the better. And it doesn’t matter that advertising gurus would be appalled at the theft of another company’s slogan.

While Asda won’t say whether or not it used the slogan on purpose, the marketing team were clearly having a bit of a giggle. The fact the grocer doesn’t take itself too seriously is a huge bonus for its customers – it is a down to earth and often cheeky company. And it is fond of a joke from time to time.

Asda probably won’t win in the battle for top end food – more than any other time of the year shoppers will trade up at Christmas and if they want to treat themselves to high end food, they are likely to go to a Sainsbury’s, Marks & Spencer or Waitrose.

But what it has done in borrowing Sainsbury’s tagline is give shoppers a giggle at Christmas. While we are still in the midst of a recession and shoppers might not be buying as much as they once did, we all need some Christmas cheer. And that is where Asda wins.

The grocers will all be slashing prices and running promotions this weekend to get customers to buy their Christmas dinner from their stores. Some people will still be buying last minute gifts but mostly, the fight will be on for Christmas dinner spend.

All of the grocers are on form at the moment so it is likely they will all have a good Christmas. But maybe the ones that make customers smile will do that little bit better.