We have unveiled Asda's new Halloween campaign, ‘The Big Freakend’ – After almost half of the UK chose not to celebrate Halloween in 2020, this campaign taps into the excitement that the holiday falls on a weekend this year – with searches for Halloween products on Asda.com and George.com up 820% year on year. It reprises new brand tagline Get the Asda Price Feeling – yet with a spooky, seasonal, slightly surreal slant – and runs in the lead-up to Halloween on 31 October.
Filosofia
The playful 30” spot opens unremarkably enough, with a group of teenage friends walking into their local Asda store. Things start to get strange as they’re met by an Asda colleague with a jack-o'-lantern on their head – or is that a jack-o'-lantern for a head? – rising out of a crate of pumpkins. A click of their fingers transforms the gang’s bemused faces into four more crudely carved, smiling lanterns – as they dance off down dark and misty, haunted house-esque aisles. Set to Dead or Alive’s You Spin Me Round (Like a Record), a voiceover promises ‘everything for a spooktacular Halloween at prices to make your head spin’ – as the gang’s Pumpkin heads literally spin off and go flying around the store. Things are bought back down to earth with a bang, and another twist on Asda’s iconic Pocket Tap, as the scene transforms into a fully decked out Halloween party, all thanks to Asda’s extensive range of Halloween goodies. The campaign aims to remind families that no-one else celebrates Halloween like Asda does, and with a weekend full of celebrations to come, Asda has Halloween covered, from food and drink to decorations and costumes.
Problema
The playful new campaign taps into the excitement that Halloween falls on a weekend this year and encapsulates the anticipation for the spooky celebrations. After almost half the UK population chose not to celebrate Halloween in 2020, searches for Halloween products on Asda.com and George.com are up 820% year on year, with 37% of customers planning to celebrate Halloween already picking up their Halloween essentials in store and online.