George at Asda launches major back-to-school campaign

By

Nigel TAYLOR

Published
Jul 20, 2022

Let the battle for BtS begin. George at Asda is already set to launch its new UK Back-to-School (BtS) TV and media campaign on Saturday (23 July). Running until the end of August, it’s called ‘Uniform for the People’. 

It aims to show that “George at Asda has parents’ backs”, with a range of uniforms “designed to deliver great value and durability for kids returning to school at the end of summer during the growing cost-of-living crisis”.

Building on the “strength and hype” of the previous year’s ‘Arrive like you mean it’ BtS campaign, Uniform for the People brings back the same cast “with a new track, a new affordability message and a whole lot more swagger”.

“Last year’s stars (plus a few new ones) deliver an epic new grime track that they perform in a mini festival in their school playground delivering catchy lyrics with important messages such as ‘Only spend what you should, you can still look good, school’s for everyone - I’d go all day if I could’,” says Asda.

This year, parents also have a cameo, when a pupil “uses a ‘money gun’' to shoot savings straight into their wallets as they keenly wait at the school gates”.

The 30-second ad also encourages sustainability as well as cost-saving and durability, with a scene where one of the young rappers delivers secondhand uniforms from her stall to a queue of enthusiastic kids. The film concludes with a group of kids with placards chanting ‘Uniform for the people, uniform for me’.

“Uniform for the People is a disruptive omnichannel campaign for George that shows you can have both affordability and quality when it comes to school uniforms”, the retailer said.

Claudia Solano, Head of Creative for George at Asda, added: “As the cost of living crisis continues, families across the UK are dealt another blow when it comes to the cost of sending their child back to school, and we know our customers are re-evaluating their spend in the lead up to September. 
 
Alastair Mills, Executive Creative Director of creative er agency Impero, added: “The tension to be mindful of this year is that no matter how much our target audience wants to kit their kids out from head to toe, they’re under increased financial pressure. We needed to show that we’re on parents’ side by removing the stigma of shopping in a price-conscious way and showing that you can do that and still get quality schoolwear to be proud of.”